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Integrated
güd: Aromavision scratch-n-sniff
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To launch new, natural brand güd, from Burt’s Bees, a 90-second scratch-n-sniff-along animation appears on Facebook. Support advertising includes integrated print, guerrilla, social and packaging-based P-O-P.
The primary, paired-media execution, an urban aroma fantasy, combines online video and an old-fashioned scratch-n-sniff card. A young woman heads to work, smelling güd. At key moments, viewers are prompted to inhale one of six corresponding aromas—some good, others not so much. In order, the scents are Orange Petalooza™ Body Lotion, diesel fumes (from a garbage truck), cotton candy (as the exhaust now smells), a dirty subway, then flowers (wafting from the street grate above), and strawberry (transformed cigarette smoke). The tagline is, “Wherever güd goes, güd happens.” (The brand name is pronounced “good.”)
Animation Creative Director: Ryan Honey Related |
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