Febreze Outdoor THE FEBREZE LIVE COMMERCIAL by Grey New York

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Industry Air Fresheners
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Grey New York
Executive Creative Director Per Pedersen
Creative Director Jeff Stamp
Art Director Marie Ronn
Copywriter Erik Tell
Producer Elizabeth Krajewski, Todd Morris, James Mcpherson, David Cardinali, Zachary Fleming, Anna Gerb
Photographer Sean Donnelly
Account Supervisor Rick Reilly, Jean Donahue, Elizabeth Gilchrist
Released July 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: P&G
Product/Service: FEBREZE
Chief Creative Officer: Tor Myhren (President/Cco)/Jeff Odiorne (Co-Cco)
Executive Creative Director: Per Pedersen
Creative Director: Jeff Stamp
Copywriter: Erik Tell (Acd)
Art Director: Marie Ronn (Acd)
Photographer: Sean Donnelly (Dop)
Account Supervisor: Rick Reilly/Jean Donahue/Elizabeth Gilchrist
Producer: Anna Gerb/James Mcpherson/Todd Morris/Elizabeth Krajewski/David Cardinali/Zachary Fleming
Account Manager: Emily Darby/Chloe Sloofman
Account Manager: Emily Darby/Chloe Sloofman
Other Credits: Paul Iannacchino (Director)/Chris Morgan (Hidden Camera Tech Director)

Ambient Execution Description
Skeptics didn’t believe the Febreze commercials were 100% real. To prove them wrong we conducted a live commercial.

We took an old, smelly seafood container from the docks of New Jersey and placed it in the middle of New York City - home to the most skeptical people in the world. Then we plugged in Febreze, invited unsuspecting people from nearby streets, blindfolded them, put them inside and asked what they smelled.

The commercial was now live, and a passersby could easily hear the blindfolded people’s reactions inside the old seafood container: “Fresh”, “I’d like to live here”, etc. (Proof!)