ODOR-OMETER by BBDO New York for Gillette

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ODOR-OMETER

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Industry Deodorants
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya
Art Director Daniel Aykurt
Released August 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE ODOR SHIELD DEODORANT AND BODY WASH
Agency: BBDO NEW YORK
Date of First Appearance: Aug 9 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO)
Executive Creative Director: Toygar Bazarkaya (BBDO)
Senior Creative Director: Jon Krevolin (BBDO)
Copywriters: Patrick Herold/Alessandro Fruscella/David Martin (BBDO)
Art Director: Daniel Aykurt (BBDO)
Agency Producers: Mike Musano/Mary Cook (BBDO)
Account Team: Daniel Horowitz/Nick Robbins (BBDO)
Retoucher: Steve Lakeman (BBDO)
Media placement: Outdoor - NYC Subway - 9 August 2010
Insights, Strategy & the Idea
Our objective was to create awareness that GILLETTE has a superior odour-protection deodorant.
Creative Execution
We created an Odour-Ometer where it matters: a crowded New York City subway. The Odour-Ometer measured guys’ odour confidence in an unexpected way. We created the Odour-Ometer by attaching colour-coded straps to subway poles. The straps would tell you whether you felt “confident, “not confident,” or if you needed to chuck your monthly subway pass and “take a cab.” The highest strap was reserved only for those who use GILLETTE ODOR SHIELD deodorant.
Results and Effectiveness
Deodorant sales went up, guys switched to GILLETTE ODOR SHIELD and New York City subways become a bit more bearable.