Working with Wunderman Thompson Brazil, Listerine launched an open-world “Breathcalypse” activation set in the popular virtual-game city of Complexo. Characters suddenly wake up spewing stinky green smoke and suffer from increasingly blurred vision and heightened anxiety.
Players can set the digitized world right by procuring Listerine from Complexo’s pharmacies and vending machines, and Brazilian funnyman Fábio Porchat provides comic relief with an in-game performance.
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