2012 Results

CAT 27 - Branded Entertainment (PR)


Ogilvy France (FRANCE)

Tic Tac, "The Worst Breath in the World"27-02242-PR

Agency (city): Ogilvy France (Paris)

Creative Director(s): Baptiste Clinet, Nicolas Lautier, Florian Bodet

Copywriter(s): Charles-Henry Joyaut

Art Director(s): Salome Jestin

Production Company (& City): Fighting Fish

Agency Producer(s): Hugo Diaz

Film Director: François Nemeta

Account Manager: Nathalie Avedissian

Account Executive: Myriam Nouicer

Planner: Hadi Zabad

Marketing Manager (Ferrero): Camille Chipot

Brand Manager (Ferrero): Anne-Laure Cottel

Chief Creative Officer: Chris Garbutt

Head of Digital and Branded Content: Frédéric Levron

Short explanation

Bring back Tic Tac from a check-out counter product to a pop culture icon, we created the first ever fainting flashmob. We had only one chance to make a difference as this stunt was the only communication support for the brand for 2012. In a square in a French town, Rouen, a man stops a passer-by for directions. The pedestrian opens his mouth to give directions and his ‘bad breath’ causes everyone in town to start fainting.