Challenge: Raise awareness of Febreze for cars to expand purchase intent.

Solution: Based on our concept 'no matter how nice a car you drive, if it stinks it ruins everything', we proposed a radio ad most listened to inside cars. This is an incident type ad that first sounds like a typical car ad when suddenly a child breaks in.

Result: This ad gained immediate attention on twitter/YouTube/etc. as a radio commercial that betrays the listener's imagination. Not only succeeding in raising product awareness but resulted in a record 2 times the sales!