Cannes Lions

GILLETTE ODOR SHIELD DEODORANT AND BODY WASH

BBDO NEW YORK, New York / PROCTER & GAMBLE / 2011

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Overview

Entries

Credits

Overview

Execution

We created an Odour-Ometer where it matters: a crowded New York City subway. The Odour-Ometer measured guys’ odour confidence in an unexpected way. We created the Odour-Ometer by attaching colour-coded straps to subway poles. The straps would tell you whether you felt “confident, “not confident,” or if you needed to chuck your monthly subway pass and “take a cab.” The highest strap was reserved only for those who use GILLETTE ODOR SHIELD deodorant.

Outcome

Deodorant sales went up, guys switched to GILLETTE ODOR SHIELD and New York City subways become a bit more bearable.

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