ID/TBWA had the brief to advertise Kaiak's new scent in online banners. They couldn't show the new scent on a banner, so they opted for creating a banner that you could literally smell. Yes way!

ID/TBWA created custom hardware and attached it to computers at more than 15 lan houses in Brazil. The agency created a special banner that appeared on the computers' internet start pages reading, "The best selling men's fragrance in the country just changed. Want to try it? Click this banner. It's scented." Those who click are treated to scented strip that emerges from the special hardware attached in the computer flatscreen.

Agency: ID/TBWA, Client: Kaiak Concept: Domenico Massareto Creative Director: Domenico Massareto Planner: Igor Puga Production: Natalia Gouvea

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Leave a comment