• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Mr. Reach: In the Mouth of Mystery

Award: Wood Pencil

Wood Pencil / Gaming / Online Games / 2007

Johnson & Johnson challenged Fuel Industries to rise above the traditional toothbrush ad clutter and create a memorable interactive experience based on the Reach line of oral care products for the general Canadian audience, skewed towards 18 to 35-year-old women. Since women in the target age demographic are the casual gaming sweet spot, we developed an interactive mystery adventure highlighting Reach products. Players lead Mr Reach – the popular 80s brand mascot – through a story filled with hidden secrets and forbidden romance. Armed only with the Reach line of oral care products, players must utilise these tools beyond their traditional use to unravel the mystery of his missing friend . . . and discover a love story lost through the ages.

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