Guns & Perfumes

Agency Network: 
February 2010

With the specific concept that you can “re-activate” your perfume by not re-applying the fragrance itself, with only one drop of water you can release the top notes that will move a new wave of the composition. Our mission was to create an unexpected campaign that will motivate consumers to experience the advantage of reactivation technology that will allow the wearer to revive the scent with a single drop of water. Tens of thousands of water guns filled with water (10,000 liters of foreign mineral water…we can't waste water in Israel), with perfume sample and branded SHELLY'SCARD along with an invention to get via text massage a daily reminder to refresh the perfume fragrance, were hung in public locations all over the country.

Ambient advertisment created by Shelly'sCard, Israel for Replay, within the category: Health.

Advertising Agency: Shelly'sCard, Tel-Aviv, Israel
Creative Director: Shelly Rokah
Production Manager: Lilah Rokah
Photographer: Hagit Portal
Account Manager: Dikla Bashi

Comments (8)

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Hibon's picture
Activity Score 3734

Dont get this...forced.

Simple ideas are the best !

monsieurange's picture
Activity Score 520

Original. I didn't know that mineral water does that.

alejulimaty's picture
Activity Score 842

you can´t waste water, so you import it and give a water pistol to a dog. that´s clever

sneakyhands's picture
Activity Score 1857

you're still wasting water in israel, just not israeli water

shitix-'s picture
Activity Score 234

nice shirt that blonde!

xcreativity's picture
Activity Score 2374

don't get it

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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DBB's picture
Activity Score 1216


JoeShoe's picture
Activity Score 6

So is the idea that the water gun will make reactivating more interactive?