Glade: Museum of Feelings [video] [alternative version]

Credits & Description:

Title: Museum Of Feelings
Agency: Ogilvy & Mather
Brand: Sc Johnson
Country: USA
Advertising Agency: Ogilvy & Mather , Chicago
Entrant Company: Ogilvy & Mather , Chicago
Media Agency: Ogilvy & Mather , Chicago
Pr Agency: Ogilvy & Mather , Chicago
Production Company: Radical Media, New York
Additional Company: Edelman, Chicago
Design Agency: Edelman, Chicago
Global Strategic Brand Manager: Axel Bayala (Sc Johnson)
Creative Director: Donna Charlton-Perrin (Ogilvy & Mather)
Creative Director: Liz Taylor (Ogilvy & Mather)
Senior Planner: Matthew Clay (Ogilvy & Mather)
Creative Director: Steve Hahn (Ogilvy & Mather)
Designer: Brian Luneckas (Ogilvy & Mather)
Copywriter: Donna Charlton-Perrin (Ogilvy & Mather)
Chief Operating Officer: Salman Amin (Sc Johnson)
Designer: Steve Hahn (Ogilvy & Mater)
Art Director: Tereasa Surratt (Ogilvy & Mather)
Managing Director, Sc Johnson, Account Management: Cindy Blikre (Ogilvy & Mather)
Global Executive Creative Director: Chris Gotz (Ogilvy & Mather)
Producer: Kim Denapoli (Ogilvy & Mather)
Management Supervisor: Katie Maulbetsch (Ogilvy & Mather)
Managing Director, Account Director: Liam Parker (Ogilvy & Mather)
Executive Group Planning Director: Mack Reynolds (Ogilvy & Mather)
Vp Marketing Global Air Care: Melanie Domer (Sc Johnson)
Creative Director: Tereasa Surratt (Ogilvy & Mather)
Copywriter: Jon Morgan (Ogilvy & Mather)
Producer: Annie Larimer (Ogilvy & Mather)
Chief Creative Officer: Joe Sciarrotta (Ogilvy & Mather)
Creative Director: Maru Kopelowicz (Ogilvy & Mather)
Outcome:
Earned media impressions doubled high goals reaching 892MM+ with over 31,003 total media placements. 58,858 visitors attended; some waiting for over four hours in line, and spent an average of 37 minutes throughout the museum. 44M MoodLens selfies were created onsite and online. The Museum of Feelings experience made the Glade brand a pop-culture phenomenon in NYC. Vanity Fair called it ‘One of the Top Holiday Attractions,’ and it was covered by Vice, Conde Nast Traveler and Fast Company. Days after its launch, our Museum sparked a debate about the evolving nature of museums fed by articles in The Smithsonian and The New York Times. The integrated campaign and immersive digital and analog experience shook the archetype of the cultural institution of museums and gave the world a relevant new way to explore the Glade brand.
Strategy:
The Museum of Feelings was organized into five unique experimental zones inspired by five fragrance families and their corresponding emotions. It took visitors through a thoughtfully choreographed arc of multi-sensorial experiences inspired by fragrance. A simple, yet modern design aesthetic was utilized throughout to invite intrigue, exploration and put focus on the interactive elements. Color, shape and iconography were used to express emotion without having to rely on verbiage. Every design element utilized was purposeful and made to enhance the experience, as well as connect touch points across the campaign.
Synopsis:
We needed to breathe new life into the aging 60-year old Glade brand by offering the public a new way to experience the brand and core product, fragrance. To prove, first hand, fragrance evokes emotions, we built a museum curated by scent and invited our Millennial target to step inside and turn their feelings into art.
Execution:
The unbranded 5300 square foot structure was developed with Rockwell Group, Radical Media and Tait Modern. A simple, yet modern design was utilized to drive interest, awareness and visitor traffic through multi-sensorial, scent-inspired exhibits. Its exterior was equally dramatic day or night and used a custom algorithm to display the feelings of Manhattan like a mood ring. The experience culminated with a retail space filled with brand ambassadors in custom Chromat wardrobes, as well as curated fragrances that invited further interaction and exploration. An interactive scent table invited visitors to experience scent in a tactile and personal way. Custom products in elegant, yet understated packaging transformed candles into design objects. The Museum of Feelings’ high-aesthetic design made the experience memorable, shareable, and most importantly, gave the world a new way to look at Glade.
Campaign Description:
In today’s world, people are more desensitized than ever before. In fact, 46% of us won’t even feel one positive emotion today. So Glade, an Air Care brand, set out to change all that by reconnecting people with their emotions using technology and the power of scent. You see, there’s a powerful connection between emotion and scent. In fact, scent can actually change the way we feel. Glade wanted to not only demonstrate this connection, but also put it on display with the Museum of Feelings, the first museum that reacted to its visitors’ emotions. Each installation within the museum invited human interaction and visually transformed emotions into dynamic digital art. The campaign not only reminded people of the inspiring power of scent, but made people feel again with Glade.