Johnson & Johnson Consumer Health is embracing the metaverse with a gaming-themed activation for its LISTERINE® antiseptic mouthwash brand, created by Wunderman Thompson Brazil.

The campaign, which was launched throughout Brazil and lasts for a month, features a game called ‘Breathcalypse’, which simulates real life. The online and open world game takes place in the city of Complexo within the metaverse, where people create their own characters, live in a community and interact with each other.

In the game, players wake up with green smoke coming out of their mouths, and this smoke represents bad breath. Those players who are surrounded by people with bad breath will see their stress levels gradually increase, causing their vision to blur and causing a bad breath apocalypse. By…