2022 Winners & Shortlists

Cultural / Context information for the jury

Extra Friendly Alert's intention is rooted in a universal insight. We have all been in situations wherein a person's bad breath is so unbearable yet we find it extremely difficult to bring it to their attention or do something about it - except for offering chewing gum in hopes that they take the hint! To demonstrate this, one of the messages we crafted to send to friends is based on the popular everyday food – Shawarma – that uses generous amounts of garlic paste. People often consume chewing gum after a round, or two, of Shawarma to freshen up their breath. Sample message: “Listen up, you delightful shawarma enthusiast. A friend wants to remind you there’s a fine line between garlic taking your breath away and garlic breath keeping them away. So, here’s an Instashop discount code to order some Extra gum”.

Tell the jury about the copywriting.

The challenge here was to come up with fun ways of telling people they had less-than-fresh breath without hurting them. We also tried to leveraged several different scenarios in relation to the problem: someone who always talks too close to you, someone who loves garlic-based foods, etc. Brands' tone of voice is very different to how friends talk to each other so we had to find a perfect balance between those two languages.