The Drum Awards for Marketing - Extended Deadline

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Date: Jun 2020
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The Fragrance Foundation UK, the not-for-profit organisation recognised as the authority for the fragrance industry, is launching ‘Fragrance Lasts’ – its first ever campaign targeting a consumer audience, which aims to bring to life the complex relationships that people have with scent.

The push was created in partnership with M&C Saatchi. It is the first work to launch since The Fragrance Foundation UK appointed the agency earlier this year.

Based on the audience insight that fragrances are strongly linked with memory, the push is inspired by the key thought that every scent has a story - from how it’s made and who made it through to the way it makes a person feel, and the experiences they’ve had when wearing it.

The thinking behind the ads also reflects recent research from The Fragrance Foundation UK and M&C Saatchi, which reveals that conversations about personal fragrance have increased by 11% during lockdown, cited by many consumers as a way to improve mood and feel more normal. The findings reinforce the idea that fragrance has the power to evoke complex emotions and memories.

Credits

Creative agency: M&C Saatchi

Camilla Kemp - CEO

Ben Golik - Chief Creative Officer

Matthew Brazel - Strategist

Lydia Smith - New Business Director

Perfumer: Roja Dove

Artwork and retouching: Neil Sharp