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We have created a film and designed and built an App that helps blind people know when someone is smiling at them, to launch Listerine’s Advance White mouthwash.

The campaign looks to explore how blind people experience smiles and shows through their partial absence just how powerful they can be.

Launching on 31st of August in UK & Ireland, SA, the Netherlands and Germany the app will be promoted by an emotionally charged short film called “Feel Every Smile”. It is directed by double Oscar nominated director Lucy Walker, who has more than a hundred film awards and directed Blindsight - a documentary about a blind mountaineer leading six blind children up a mountain.

The film stars four blind people and begins with them talking about smiles and what they mean to them. They are then given the Smile Detector App and we get to see their true-life reaction to being given another way to experience someone smiling at them.