Ambi Pur "Supersize Pop-up"
the first ad that makes a scent visible
The challenge was to grab attention for the new Ambi Pur "Pink Flower" Room Spray and its amazingly fresh fragrance. An ad smells of nothing. So, we addressed the eyes rather than the nose and created the first ad that makes a scent visible: The supersize pop-up!
These pop-ups were installed behind doors in (smelly) public spaces where we had sprayed our new fragrance before. When someone opened and closed the door, flowery freshness instantly popped out. People were confronted with Ambi Pur directly at the PoS – Point of Smelliness ;-)
Our pop-ups were set up at 6 smelly places in 4 different cities. The response has been extremely positive. Rarely before have people so openly talked about smelliness. For personal reasons, we avoided any statistical investigations on the toilets.
Client: Sara Lee Household & Body Care Germany Product: Ambi Pur, Pink Flowers Room Spray Agency: Jung von Matt AG, Germany Creative Directors: Jacques Pense, Michael Ohanian Copywriter: Oliver Flohrs Art Director: Nicole Grözinger Artist: Sarah Illenberger Photographer: Attila Hartwig Account Manager: Kristin Schombel
ADC GERMANY: Gold, Finalist
ADC EUROPE: Finalist
ADC NEW YORK: Bronze
CLIO AWARDS: Bronze, Finalist
LONDON INTERNATIONAL AWARDS: Finalist