Febreze "Holiday" Casefilm
The insight for the Breathe Happy campaign is; you can close your eyes but you can't turn off your nose. The campaign sets out to prove to real people that Febreze eliminates odours even if the source is right under your nose. The big challenge was to find a way to prove this for a period of time that proved the product's 30 day odour elimination promise.
The execution moved the campaign forward as it was the first Febreze social experiment done without the use of blindfolds. And it was the first time the brand communicated continuous odour elimination over such a long period.
The solution was Febreze Holiday. We hired an entire holiday resort in Fuerteventura to conduct an experiential marketing experiment. Stinky objects like fish, chicken, diapers and dirty laundry were hidden around each villa and couples invited on a free holiday. We hoped Febreze would prevent every holidaymaker from smelling the hidden odours.
Pretending it was market research for the resort, we wanted the participants to tell us how fresh the air in the villa smelled. At the end of the holiday we revealed the hidden odours. Then they were shown the product that prevented them from smelling them.
