Concept: farts smell even when they don't smell.We decided to carry out a live action for Luftal, the most important OTC anti-gas.We chose the subway as the media for getting the message across.

A closed airless container where people and spices and chili come together.

Action: stunt actors and simple acting. Pretend they had smelled a terrible fart to see how the rest of the travellers reacted. After this acting generated chain reaction (the other passengers "smelling" the fake fart), the stunt actors popped up a banner with the message:"If when it doesn't smell, it smells... Imagine when it does. Luftal, stops gas".

Luftal increased consumers' interest for the brand and product demand.