With seasonal regularity, glade takes advantage of springtime to carry out communication actions promoting its fragrances and new products.In the past, actions used to be run in traditional media. Magazine and TV were usually the focus of budget expenditures in this period of the year.Then the client challenged the agency to come up with a communication strategy different from the previous ones and which would make the brand earn relevance during this period of the year by being perceived as 'the sponsor of springtime'.

Inspired by the glade slogan ‘fragrances that refresh’, one hundred artists working in diverse styles were invited to interpret springtime and show their pieces in different parts of town. The starting point for their works consisted of creating two-meter-plus tall flowers.

Enjoying total freedom, they used their favourite techniques to make flowers with unique personalities, which presented passers-by with true works of art. The town became much more beautiful, and a surprisingly new atmosphere was added to spring.

The result was fantastic.People on the streets were pleasantly surprised.Spontaneous media was sensational. Important newspapers such as O Globo, Jornal do Brasil and Valor Econômico reported on the event, highlighting its good qualities.Relevant blogs and websites commented on the action, highlighting its cultural relevance for the town.Hundreds of congratulations were sent to the website of Johnson waxes and more than 500 phone calls were made to the company’s customer service line praising the action.The Rio de Janeiro city administration considered this project a standard for the use of communication.