Advertiser: P&G
Agency: GREY NEW YORK
Category: Stunts & Live Advertising
Account Supervisor: Diana Blau
Copywriter: Erik Tell
Account Manager: Erin Lewis
Other Credits: Brenda O'donovan
Chief Creative Officer: Cco)
Other Credits: Celebrity Partnerships
Art Director: Marie Ronn
Account Supervisor: Jean Donahue
Art Director: Liz Delp
Executive Creative Director: Per Pedersen
Chief Creative Officer: Tor Myhren (President
Other Credits: Activation: Amy Tunick
Copywriter: Kevin Kearse
Account Supervisor: Rick Reilly
Producer: Sam Howard
Creative Director: Jeff Stamp
Account Manager: Kyle Glackin
Ambient Execution Description
When Febreze launched its first car air freshener, we wanted to make a big impact to generate awareness. So, we took over Houston with real life odors to prove the odor-eliminating freshness of Febreze. We wanted to get people talking about the odors they live with in their cars and show them how Febreze was different than car air fresheners that had let them down in the past. Once we freshened up Houston, we would use the content we created in Houston to share the message with the rest of the country.