Facing the challenge of engaging younger, ad-skeptical audiences, LISTERINE® tapped into their affinity for gaming and hip-hop creating a campaign that seamlessly merged entertainment with advertising, capitalizing on the spaces where these audiences naturally meet.
LISTERINE® partnered with L7nnon, a renowned Brazilian rapper, for a Fortnite event that was part concert, part interactive gameplay in a unprecedented way: A dynamic venue where L7nnon's performance was intertwined with players fighting germs using LISTERINE®-inspired weapons.
Unlike previous in-game concerts, LISTERINE® and L7nnon's collaboration allowed players to experience Fortnite's standard gameplay features in conjunction with the live performance.
LISTERINE® partnered with L7nnon, a renowned Brazilian rapper, for a Fortnite event that was part concert, part interactive gameplay in a unprecedented way: A dynamic venue where L7nnon's performance was intertwined with players fighting germs using LISTERINE®-inspired weapons.
Unlike previous in-game concerts, LISTERINE® and L7nnon's collaboration allowed players to experience Fortnite's standard gameplay features in conjunction with the live performance.
>at 3C Gaming
as Creative and Creative Director
/with Luis Felipe, Gio Cartapatti and Paulo Aguiar
>Pimp Studio as 3D Animation Studio
>Hero Create as Gaming Production Company
The performance was recorded Live with motion capture to bring the feeling of a real show.
The artist also launched a Music Video made entirely in-gamefor one of his most popular songs, Ai Preto.
The artist also launched a Music Video made entirely in-gamefor one of his most popular songs, Ai Preto.
Hosted in Hero City, a popular map in Fortnite's Creative Mode, the event was further amplified through livestreams and watch parties led by iconic Brazilian streamers. This strategic choice ensured the campaign resonated organically and broadly within the gamer community, leveraging existing popularity and engagement for maximum impact.