This use of ambient outdoor media used strategically outside supermarkets in Singapore helped direct traffic and drive sales and sampling. It augmented the effect of the usual and typical in store materials used for the launch of Lux's new fine fragrance range in Guardians and Cold storage branches because of its visual impact. It was a bold visual statement that brought to life the effect of fine fragrances in a way thousands of bystanders could not ignore.

We hijacked a rough, local bar to create a giant ambient installation. We placed a Lux Soft Touch body wash pack at a window, and installed a large number of pink objects that represented a world of sweet floral fragrance spreading outwards from the bottle. This was done for real with props, and NOT through graphic design tools such as Photoshop. The installation was done close to supermarkets, so that we could direct people to where Lux’s new fine fragrance collection was sold and sampled.

A fine fragrance is not just a nice smell. It’s an evocative perfume that has transformative powers. It changes your mood, your outlook, and your world. Lux fine fragrances are crafted by the world’s best perfumers, and represent perfume perfection. Our challenge was to visualize the incredible transformative power of Lux fine fragrances in an unforgettable way.

We decided to demonstrate this visually by turning a drab public space into a world of soft pink femininity that spread outwards from a tactically placed Lux Soft Touch body wash pack.