After all, you can tune out noise. You can disregard other signs. But a new smell? "It will definitely catch your attention, because we have to breathe," notes Harald Vogt, founder of the Scent Marketing Institute, a New York-based independent consultancy
I misread that as "will catch your attention, because it'll be hard to breathe". Not sure I fancy a puff of BBQ as I drive by in my Wunderbaum scented car.
The billboard looks like a gigantic piece of steak stuck on a fork, declaring "flavor is actual size", and it smells of hickory BBQ , the scent developed by ScentAir. The billboard emits scents from 7 to 10 a.m. and 4 to 7 p.m., and will do so every day until June 18 reports the Bellingham Herald. I have a feeling commuters on that road will be really sick of BBQ by then. Bloom are no strangers to crazy billboards, they did after all drop a giant muffin onto a car a few years back. Their ad agency Boone Oakley brought home an Obie award for that in 2006.
For more fun billboards, check out Nike vs Gran Parma