Lush Alzheimer's Association

The Smell of Memories

School: Miami Ad School Europe


Problem: For people living with Alzheimer’s, bathing is extremely stressful, as they may lose control of their bodies and fall.

Insight: It's proven that smell brings out memories, as the parts of the brain processing scents and memories are intertwined.

Idea: Lush launches The Smell of Memories — an initiative that helps Alzheimer’s people capture their memories in aromatic bath bombs they can use as a personalized calming remedy for bathing.

This student campaign titled 'The Smell of Memories' was published in Germany and Ukraine in July, 2022. It was created for the brands: Alzheimer's Association and Lush, by ad school: Miami Ad School Europe. This Experiential medium campaign is related to the Beauty and Health industries and contains 3 media assets. It was submitted over 1 year ago by Senior Copywriter: Inna Tabachenko of Freelance.


Advertising Agency (School): Miami Ad School Europe
Art Director: Anna Smolkina
Copywriter: Inna Tabachenko


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