In 2014, P&G decided to reinvigorate the Scope brand with a new integrated effort...tv, print and a lot of social. We executed against the very simple premise that no one wants to be known as the person with bad breath. Like almost all of P&G's work, this went through extensive testing. But unlike a lot of funny work that goes into testing, this campaign survived. TV creative team: Denise Reynolds/CW, Anthony DiPaula/AD, Marissa Shaefer/Producer, Mark Ronquillo/CD/CW. Print creative team: Hoyt Dwyer/AD, Silvina Guerrero/CW, Darielle Smolian/Producer.