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“Brushing my teeth and using mouthwash … it’s the last thing I do before I go on stage … it kind of gives me a restart.”
Listerine’s ‘Wash Your Mouth’ campaign reframes mouthwash as more than just a breath fix - it’s the final confidence ritual.
To bring this to life, the brand enlisted Cynthia Erivo, a globally recognised actor and singer whose smile and voice are part of her identity.
Toast worked closely with director Hannah Berry-George to ideate the campaign and with the creative team at Billion Dollar Agency to translate the brand’s strategic pillars into shootable treatments that felt fitting of the Hollywood star.
The campaign - including online, socials and stills - was shot on the world's largest virtual production stage, supported by local Canadian service company Airfoil Media.
The campaign generated a strong media buzz, with Listerine taking out a $2 million insurance policy on Cynthia’s mouth and Cynthia’s personal storytelling resonating in with lifestyle press.
