We created an ad that was totally pertinent to the new format adopted by the newspaper, where the reader was transported to the realistic environment of the movie theatre by means of the smell of popcorn that permeated from the Philips Home Cinema ad. The impact of this ad on readers was unique, the effect being one of total interaction, whilst the readers used their other senses to interpret its content.

Philips managed to transmit all the sensation and involvement that is only experienced by those who have a Philips Home Cinema, and transport the consumer to a movie theatre through the aroma of popcorn infused in the ad.