FLOWER BUCKETS by Grey Bucharest for Lenor

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FLOWER BUCKETS

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Romania
Agency Grey Bucharest
Creative Director Claudiu Dobrita Mather Advertures
Art Director Bob Toma
Copywriter Alex Strimbeanu
Producer Eugen Alexe
Account Supervisor Roxana Matasel
Released September 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: PROCTER & GAMBLE
Product/Service: LENOR
Agency: GREY BUCHAREST
Creative Director: Claudiu Dobrita
Copywriter: Alex Strimbeanu
Art Director: Bob Toma
Account Supervisor: Roxana Matasel
Advertiser's Supervisor: Roxana Stan
Producer: Eugen Alexe
Other Credits: Radu Ghelesel
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: GREY BUCHAREST, ROMANIA

Description of Ambient execution
To create awareness for the flower-scented softener Lenor, we replaced the regular florist buckets with Lenor bottle-shaped recipients. The flower buckets in most Romanian flower shops are neutral and dull. The simple action of replacing them offered the brand free media space with great exposure and no competition, highlighting the product feature in a fresh way. The idea came to life in the flower shops across Magheru Avenue, Bucharest's most circulated area - 15,000-20,000 pedestrians daily. In an ad-hoc qualitative research, in terms of creativity and distinctiveness, on a scale from 1-5, 85% of the respondents rated the idea above 4.