Winners & Shortlists

A SMELLY DOG-RESCUE EXERCISE

TitleA SMELLY DOG-RESCUE EXERCISE
BrandPROCTER & GAMBLE
Product/ServiceFEBREZE CAR VENT CLIP
Category E03. WEBISODES/SERIES
Entrant Company GREY DUSSELDORF, GERMANY
Advertising Agency GREY DUSSELDORF, GERMANY
Media Agency STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Production Company CAVIAR DIGITAL Los Angeles, USA
Credits
Name Company Position
Fabian Kirner GREY Germany Gmbh Chief Creative Officer
Neil Elliot GREY Germany Gmbh Executive Creative Director
Mark Hendy GREY Germany Gmbh Executive Creative Director
Chiara Chessa GREY Germany Gmbh Copywriter
Chitrawan Srisanan GREY Germany Gmbh Art Director
Bettina Türpitz/Stefanie Wilken/Eva Backes GREY Germany Gmbh Regional Communication Director/Account Director/Account Executive
Jonas Pieper GREY Germany Gmbh Senior Strategic Planner
Torsten Gerst/Stefan Bader/Viola Habermehl GREY Germany Gmbh Senior Producer/Senior Producer/Producer
John Claughton P/G International Operations SA Associate Marketing Director
Hylke Van Den Heuvel/Aurelie Nomdedeu P/G International Operations SA Brand Manager/Assistant Brand Manager
Mark Mcqueen Caviar Digital Director
Dieter Lebbe/Audrey Dierckx Caviar Digital Executive Producer/Content Producer
Sun Komen/Falk Eumann/Sabine Verlinden Caviar Digital Technical Director/Digital Creative Director/Digital Producer
Mik Van Bruystegem Caviar Digital Story Editor
Ralph Kuijpers/Donny Wals Caviar Digital Head Of Development/Developer
Anne Streef/Laura Tool/Tom Keane Caviar Digital Interaction Design/Interaction Design/Designer
Avra Lorrimer Hill/Knowlton Strategies Senior Associate Director
Zoe O'connor Starcom Mediavest Group Mediavest London) Senior Associate Director
Lucian Crisovan Die Lautmalerei – Echoism Music Sound Composing/Design

Creative Execution

Three British guys sent on an 18 day adventure, tackling some of Europe's most extreme smelly challenges. Febreze had to keep the car fresh throughout the journey. Unexpected passengers were invited into the car along the way to judge the freshness of the air. If the judges smelled nothing but a fresh scent, the drivers were awarded, but if they smelled any lingering odours, the drivers had to face a smelly detour. Viewers could experience and follow the journey online in real time, whilst communicating with the drivers.

The Febreze Roadtrip succeeded in creating conversation and participation. Entertaining content was generated while the product was put to the ultimate test. Views: Total number of views (incl. YT ads) has exceeded 3.7MM. Impressions: Overall impressions is 582MM (84%earned)

P&G wanted to raise awareness and consideration for their Febreze Car product in order to explode the car air freshener category and double the brand’s penetration in the UK. Although people spend about 10 hours a week in their car they don’t really think about the air inside this confined space until the pivotal moment of truth – a passenger getting in. Hence Febreze wanted to prove that no matter what happens in the car during an 18 day road-trip Febreze Car ensures any unexpected passenger smells nothing but a light fresh scent. The ultimate goal was to ignite a conversation about the importance of fresh air in the car to take it from ignored to indispensable.