Scent by Glade
Award: Graphite Pencil
Graphite Pencil / Direct / Direct Mail / 2020
Award: Wood Pencil
Wood Pencil / Media / Use of Retail
Award: Wood Pencil
Wood Pencil / Direct / Direct Product & Service
Award: Shortlist
Shortlist / Experiential / Retail
This idea revolutionised the way SC Johnson & Son communicated with online shoppers by intercepting them when they least expect it. Ogilvy & Mather Chicago created a new medium that no brand has used before, to reach any audience. This innovation fuses unexpected product sampling and one-to-one advertising with an intimate experience that allows consumers to engage, enjoy and seamlessly purchase all in one effortless interaction. The shoppers’ experience is elevated, and a whole new point of conversion created.
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What did the judges have to say?
Many ideas solve for causes but there are few that solve for business. This is a brand idea that tackles a real category problem in a simple yet effective way.
Savita Iyer, Vice President - Strategy, Lowe Lintas
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.