The air con vents were sometimes on ceilings, sometimes in walls. The big idea, however, was to use the vent in the place of a nose, to simply communicate that you'll breathe more easily. Large images of people's faces surrounded the vents and a simple pack shot made people realise what the product benefit was.

Sales of Beconase are good, as China wakes up to the realities of today's issues of pollution and personal hygiene. The unusual vents were a talked about piece that made people smile.