With the garbage crisis in Lebanon taking a political edge, a challenge was getting local municipalities to allow for the activation to take place in their neighborhoods. Combined with a very small budget of 4,500 USD for the full activity and a short lead time of one week from idea to execution meant that we had to move in a very efficient and calculated manner. A transparent closet replica was built and fitted with AC to counter the summer heat and filled with freshly washed garments that would allow passerby’s to experience in a very quick, simple and refreshing manner that brands new scent.

Throughout 2016, Lebanon experienced a garbage crisis that was made worse by the grueling summer heat. There was no escape from the stench that covered the country.

Bonux, being the brand of the people reacted to this crisis through their new 3x longer lasting scented formula. An air-conditioned transparent closet was constructed and placed in high foot traffic area of Beirut that is popular with the Bonux target. Garments were washed with Bonux and left to hang in the acclimatized closet. Passerby’s were able to step out of the sizzling summer heat and smell of garbage to cool down for a few moments and experience the new fresh scent of Bonux.

A transparent acclimatized closet was built and filled with freshly washed garments that were left to hang in the closet. The closet was placed in a high foot traffic area of Beirut that is badly affected by the garbage crisis and known for its heavy traffic. Consumers were invited to walk in, cool down and experience the fresh scent of Bonux as a getaway from the heat and stench that surrounded the city. From idea to execution, it was done in 5 working days and the closet was placed in Sin El Fil neighborhood of Beirut for a full day.

We decided to launch the activity on the 1st of the month as this is when consumers would have higher disposable incomes and therefore more inclined to translate intent into sales.