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