The regular-looking flipbook features special technology to make the pages smell, for a campaign about the perils of bad dental hygiene.

JWT Hong Kong used an unusual method to get people to notice bad breath for a Listerine campaign. They used special technology to make the pages of a flipbook smell like onions, so when people flipped through it, it seemed as though the attractive girl was “speaking” with bad breath. A coupon at the back of the book offered people a free bottle of listerine, and the coupon redemption rate rose to 66%. Check out the case study video below:

JWT Hong Kong

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