Guns & Perfumes

Agency Network: 
February 2010
Replay:  Guns & Perfumes
Replay Ambient Ad -  Guns & Perfumes


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 advertisement 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
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Hibon's picture

Dont get this...forced.

Activity Score 3734

Simple ideas are the best !

monsieurange's picture

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

Activity Score 520
Creative Director
alejulimaty's picture

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

Activity Score 842
brother buenos aires
sneakyhands's picture

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

Activity Score 1857
shitix-'s picture

nice shirt that blonde!

Activity Score 232
xcreativity's picture

don't get it

Activity Score 2374

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

Alexandre Brito
Personal Page | Blog |

DBB's picture


Activity Score 1216
JoeShoe's picture

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

Activity Score 6
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