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Challenge: Encourage people to take bold steps in their lives, paralleling the message about improving oral care routines for better health outcomes.
Insight: A research study found that Listerine users seem to be more willing to live bolder lives.
Idea: Use the most popular sport in Colombia to communicate Listerine's new global platform, Bring Out the Bold. We partnered with Faryd Mondragon, a former World Cup goalkeeper, to form the first professional soccer team on the most densely populated island in the world. This stunning short documentary showcases the creation of Santa Cruz del Islote FC.







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