As much as we all rely on our eyes and ears, little do we realise that our most powerful memories are often stirred by the sense of smell.

“Imaginary” is all about harnessing such vivid memories and imageries uniquely triggered by even the slightest whiff of a fragrance.By tapping into the ability to “unlock personal memories and imagination”, we designed the packaging of the limited edition body fragrance series as blank canvases, allowing individual users to have a totally unique and personalised product experience beyond just enjoying beautiful designer’s scents.

The launch of this new limited edition range boosted the whole “Body and Lifestyle category” by +20% on 2009, with the range itself selling out in just two months.The campaign generated 94 pieces of PR news, giving our media budget a free boost of around +35% on actual spend.It activated over 5,000 unique user-generated bottle designs were uploaded to the campaign website, and shared via social media. These were then viewed in excess of 725,000 times, spreading the power of fragrance, the power of memories and the power of idea.