Нестандартная реклама "The breathe happy social experiment", бренд: Febreze, агентство: Grey New York
Название: The breathe happy social experiment
Агентство: Grey New York
Рекламодатель: Febreze
Бренд: Febreze
Страна: США
Рекламная кампания: The breathe happy social experiment
Сектор бизнеса: Бытовая химия
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| TOR MYHREN | GREY NEW YORK | PRESIDENT, CHIEF CREATIVE OFFICER |
| Per Pedersen, Noel Cottrell | GREY NEW YORK | EXECUTIVE CREATIVE DIRECTOR |
| Rob Perillo | GREY NEW YORK | CREATIVE DIRECTOR |
| Rob Lenois | GREY NEW YORK | CREATIVE DIRECTOR |
| Nick Childs | GREY NEW YORK | DIRECTOR OF BROADCAST Content/Development |
| James McPherson | GREY NEW YORK | Associate Director of Broadcast Production |
| Angela Ong | GREY NEW YORK | Associate Producer |
| Jimmy Wade | GREY NEW YORK | Assistant Producer |
| Don McNally | GREY NEW YORK | MUSIC PRODUCER |
| Will Platt-Higgins, Elena Grasmann, Liz Gilchrist | GREY NEW YORK | ACCOUNT |
| Molly Dunn, Andrea Galambos | GREY NEW YORK | PLANNING |
| Tom Rossano | Station Films | EXECUTIVE PRODUCER |
| Kate Sutherland | Station Films | PRODUCER |
| Sam Cadman | Station Films | Director |
| Ruben O`Malley | Station Films | DOP |
| Lance Phox | Station Films | Lighting |
| Rebecca Beluk | Beast, NY | Editor |
| Heavy Sweatin` | Extreme Music Library | MUSIC |
Describe the brief from the client: We wanted to prove that Febreze eliminates even the toughest odors but people had stopped believing our traditional advertising. From the insight that you can close your eyes but you can never shut of your nose we chose a different approach.
Describe how the promotion developed from concept to implementation: Here`s how it works. 1. Find the smelliest places in the world. We found a couch from the dump, a dive hotel and a disgusting restaurant in New York City. An abandoned house, a filthy kitchen, and an ancient thrift shop in Los Angeles. And finally a sketchy youth hostel in Buenos Aires. 2. Spray the place with Febreze. 3. Bring people off the street, blindfold them and ask them what they smell. 4. Ask them to remove the blindfold and enjoy how completely shocked people are to find out where they actually are.
Describe the success of the promotion with both client and consumer including some quantifiable results: 6 Breathe Happy Social Experiments where conducted in New York, Los Angeles, Buenos Aires and Berlin reaching people on the street in very populated areas. The reactions we got were so convincing that we turned them into our new campaign. Febreze is now the fastest growing brand at Procter & Gamble and has just passed the one billion dollar mark in sales.
Explain why the method of promotion was most relevant to the product or service: Febreze really works so instead of the usual TV advertising we developed large-scale real-world odor experiments and invited people off the street to experience this for themselves.
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