Creatividad: Listerine Distance Billboard / Italia

Exploiting the studies on proxemics, we demonstrated the existence of a physical distance within which you cannot feel indifferent towards other people, approximately 60 cm.
J Walter Thompson, Rome called it, the "Listerine Distance". 

Using an interactive billboard, we asked people to enter within this distance, living the "magic" experience of coming close to other people. The interactive billboard proves the campaign’s idea: only those who have the self-confidence to enter in the most intimate zone can establish new empathic relationships with other people. The billboard also works as a free sample machine: the target lives in first person what happens when they take courage and approach another person, linking this experience to Listerine, thanks to the Listerine free product sample they have just received.