Listerine

Project Overview

Listerine in Call of Duty 3

• ✦ 79% of gamers say sexism is common, and 63.3% of women have personally experienced it.
• ✦ I positioned Listerine as a brand that fights back against harassment and supports a safer, more inclusive space.
• ✦ Female gamers to get “Listerine Firearms” gamifying the way to fight back against toxicity

Challenge

To position Listerine as a brand that actively supports a safer, more inclusive environment for female gamers.

Creative Strategy

Gamify the fight against toxicity by introducing “Listerine Firearms” as a way for female gamers to engage with the brand while actively combating harassment in their virtual worlds.