‘Sneezing screens’ greet pedestrians in confined underpass in campaign from J. Walter Thompson

J. Walter Thompson has created out-of-home “sneezing screens” in a campaign for Bayer health product, Redoxon.

Several screens have been installed underneath Orchard’s ION Link – one of the largest pedestrian confined spaces in Singapore – to illustrate how viral germs can rapidly spread.

The creative is designed to stand out amid the glut of public health and safety messages in Singapore

J. Walter Thompson said it wanted a campaign that would illustrate the viral spread of germs, with a literal take on a viral ad. A busy, confined space provided both relevant context in illustrating the short distance  – 25 feet – over which 100,000 germs can go viral.

“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,” J. Walter Thompson Singapore chief creative partner Farrokh Madon said. “We created a truly viral out-of-home brand experience by showing the impact of one sneeze over 25 feet”.


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