Febreze: THE BREATHE HAPPY SOCIAL EXPERIMENT by Grey New York for Febreze

Adsarchive » Promo » Febreze » Febreze: THE BREATHE HAPPY SOCIAL EXPERIMENT

Febreze: THE BREATHE HAPPY SOCIAL EXPERIMENT

Pin to Collection
Add a note
Industry Household maintenance & pet products, Air Fresheners
Media Promo & PR
Market United States
Agency Grey New York
Director Sam Cadman
Editor Mike Elliot
Released June 2011

Awards

Cannes Lions 2011
Promo & Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser/Client: FEBREZE
Product/Service: AIR FRESHENER
Entrant Company: GREY NEW YORK, USA
Sales Promotion/Advertising Agency: GREY NEW YORK, USA
PRESIDENT, CHIEF CREATIVE OFFICER: TOR MYHREN (GREY NEW YORK)
EXECUTIVE CREATIVE DIRECTOR: Per Pedersen, Noel Cottrell (GREY NEW YORK)
CREATIVE DIRECTOR: Rob Perillo (GREY NEW YORK)
CREATIVE DIRECTOR: Rob Lenois (GREY NEW YORK)
DIRECTOR OF BROADCAST Content/Development: Nick Childs (GREY NEW YORK)
Associate Director of Broadcast Production: James McPherson (GREY NEW YORK)
Associate Producer: Angela Ong (GREY NEW YORK)
Assistant Producer: Jimmy Wade (GREY NEW YORK)
MUSIC PRODUCER: Don McNally (GREY NEW YORK)
ACCOUNT: Will Platt-Higgins, Elena Grasmann, Liz Gilchrist (GREY NEW YORK)
PLANNING: Molly Dunn, Andrea Galambos (GREY NEW YORK)
EXECUTIVE PRODUCER: Tom Rossano (Station Films)
PRODUCER: Kate Sutherland (Station Films)
Director: Sam Cadman (Station Films)
DOP: Ruben O'Malley (Station Films)
Lighting: Lance Phox (Station Films)
Editor: Mike Elliot (Beast, NY)
MUSIC: Heavy Sweatin' (Extreme Music Library)
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.