Febreze

Problem

 

To some people, keeping your home, clothing and car smelling fresh just isn't that important.

Insight

Your pet's nose is nine times more sensitive. So if you smell, they're the first to know!

Idea

Create a campaign on behalf of disgruntled cats and dogs everywhere.

FOR SMELLY HUMANS

For as long as we’ve walked this Earth,

It's been cats versus dogs.

But today, we’re putting our differences aside,

And teaming up to take on a common enemy:

Our smelly owners.

 

Month-old bedding.

Stuffy car seats.

Sweaty socks. 

For us, they're MUCH stronger.

Yet what do you do about it?

Nothing.

And we've had enough.

Too long have you luxuriated in your own stench.

Too long have you neglected our sensitive noses.

It’s your smell.

And it’s time you took responsibility for it.

FOR SMELLY HUMANS

A launch film will tease customers on social media with pet narrators reciting our manifesto. Then, we can have some real fun.

WHAT THEY'RE REALLY THINKING

MISSING FOR A REASON

JUDGEMENTAL SCREENS

Finally, our animated cat and dog will react in real time when Pets At Home customers come too close. Must be the smell ...

PETS AGAINST WRETCHED SMELLS (PAWS)

Finally, we'll claim pets everywhere have formed an online community , where customers can register their own cat or dog. In return, they'll enjoy personalised merchandise and a monthly Febreze subscription.

© 2018 by Matthew Luke & Yama Noorzad