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Good Campaign of the Week: Listerine's Smile Detector App

Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

A friendly smile is something easy to take for granted. Whether it’s your friends laughing at a joke, or a stranger opening the door for you, a smile can communicate like no other gesture. For the partially sighted and blind people, however, it’s an experience that’s missing from their lives.

Dental-care brand Listerine naturally love smiles, and wanted the experience to be universal, so they created an app that lets you know via a simple vibration when someone is smiling at you. The technology employed can identify a smile from a distance of 5 meters. The app is available for anyone to download, on iOS and Android. The app, entitled The Listerine Smile Detector App, has been approved by RNIB, who praised its accessibility.

Listerine's Smile Dector App

Listerine's Smile Detector App

In conjunction with agency J. Walter Thompson, they’ve created a moving film which demonstrates how much this means to users. The new film features a number of blind people discussing their memories of smiles, and how much they mean to them. One scene, in which Chloe plays Connect 4 with her granddad, is particularly touching.

The director, Lucy Walker [Pulse Films], has been twice nominated for an Oscar and also directed Blindsight, a film that charted a blind mountaineering expedition. The stirring score was composed especially for the piece by creative music collective Wake The Town.

All of this combines to launch Listerine’s new Advance White mouthwash, making it a big splash. This campaign has combined a technologically innovative product launch with a beautifully made film – to powerful effect. It’s a further indication that brands are realizing that changing perceptions and improving the lives of others are beneficial for both the customers and their own reputation.

Watch LISTERINE® – Feel Every Smile Now

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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