Redoxon creates 'viral' OOH ad to show spread of germs in close proximity

Bayer’s Consumer Health’s product, "Redoxon Triple Action" has teamed with regional agency partner J. Walter Thompson Singapore in a bid to demonstrate the spread of viral germs at close proximity, with "sneezing screens" viral campaign in Singapore.

The campaign has taken over one of the busiest underpasses in Singapore, underneath shopping mecca Orchard’s ION Link, to illustrate the "literally" viral, rapid and expansive spread of 100,000 germs over 25 feet (seven metres) with just one single sneeze, according to the statement.

With many important public health and safety messages already being advertised in Singapore, the agency wanted a communications solution that would illustrate the viral spread of germs, with a literal take on a viral ad. It said that a busy yet confined space such as SMRT underpass is "both a relevant context, and also effective in illustrating the short distance over which 100,000 germs can go viral".

“At Redoxon, our continued efforts are focused on helping people boost their immunity to pre-empt and prevent everyday illness. With the September flu season almost upon us, we felt it timely to show people how rapidly germs can be transmitted virally, and to remind them how supplements and other healthy habits can help prevent flu and cold,” Jerlyn Lim, commercial lead at Bayer (Southeast Asia) said.

“People know prevention is better than cure, yet they don’t boost their immunity until they are sick. So we set out to show just how contagious a sneeze can be. We created a truly viral out-of-home brand experience by showing the impact of 1 sneeze over 25 feet”, Farrokh Madon, chief creative partner at J. Walter Thompson Singapore said.

Campaign credits:
Client: Bayer
Media: SMRT
Client commercial lead CH: Jerlyn Lim
Senior brand manager: Sit Meifang
Media general manager: Jeslyn Tan
Media manager: Serena Zhang
Agency: J. Walter Thompson Singapore
Chief creative partner: Farrokh Madon
Creative director (Art): Minzie Liyu
Creative director (Copy): Aarti Nichlani
Copywriters: Farrokh Madon, Aarti Nichlani
Art director: Minzie Liyu, Hasheer Aslam
Director/ Photographer: Geoff Ang
General manager: Gaurav Lalwani
Business director: Heeru Kishnani
Senior account manager: Apeksha Joshi
Planning director: Malati Afridi
Talent production: Gina Tan
Film producers: Vishant Tejwani, Gerri Hamill, Gwee Weiwei, Moritz Wagner
Production assistants: Jean Salvador, Debbie Wu