The use of an ordinary shoe as the advertising medium itself turned out to be the perfect solution to promote the problem and the solution in one. We created the odour cloud and made bad odours tangible – with a promo display that could be placed wherever foot odour is a problem: in gyms, indoor golf courses, tennis courts, football pitches, in huge bowling alleys – and even at the POS.

Sales of Scholl Shoe Spray increased significantly at participating sports centres and supermarkets. 85% of the displays were taken home as a souvenir and the odour nuisance dropped to 0% – everywhere.