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 medicine.We chose the subway as the media for getting the message across, a closed airless container where people and spices and chilli come together.

Action: stunt actors and simple acting. Pretend they had smelled terrible fart to see how the rest of the travellers reacted. After this acting generated chain reaction (the other passengers "smelling" the fake fart), stunt actors popped up a banner with the legend:"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.