Listerine introduces the Cleft Choir

As a brand that promotes oral wellness, Listerine have put their money where their mouth is to create this moving campaign that aims to help Thai children born with cleft lips receive vital surgery. 

The brand collaborated with BBDO Bangkok, Watsons and non-profit organisation, Operation Smile Thailand, to launch an initiative that would change the lives of at least 50 children affected by clefts. 

With direction from Thay Littichai through Unbox Now, the campaign takes an alternative approach to the usual sad and emotive style of charity initiatives, by starring a choir of children who have already undergone cleft surgery.

With help from one of Thailand’s biggest composers, Boyd Kosiyabong, the film shows the cleft choir singing a special version of his song You’re my breath, demonstrating to Thai viewers the positive changes that await children yet to receive treatment.