We hijacked a dull, document-filing centre to create a giant ambient installation. We placed a Lux Magical Spell body wash pack at a window, and installed a large number of purple objects that represented a world of purple fantasy spreading outwards from the bottle. This was done for real with props, and NOT through graphic design tools such as Photoshop. The installation was done close to supermarkets, so that we could direct people to where Lux’s new fine fragrance collection was sold and sampled.

This use of ambient outdoor media used strategically outside supermarkets in Singapore helped direct traffic and drive sales and sampling. It augmented the effect of the usual and typical in store materials used for the launch of Lux's new fine fragrance range in Guardians and Cold storage branches because of its visual impact. It was a bold visual statement that brought to life the effect of fine fragrances in a way thousands of by standers could not ignore.