To create awareness for the flower-scented softener Lenor, we replaced the regular florist buckets with Lenor bottle-shaped recipients.The flower buckets in most Romanian flower shops are neutral and dull. The simple action of replacing them offered the brand free media space with great exposure and no competition, highlighting the product feature in a fresh way.

The idea came to life in the flower shops across Magheru Avenue, Bucharest's most circulated area - 15,000-20,000 pedestrians daily.

In an ad-hoc qualitative research, in terms of creativity and distinctiveness, on a scale from 1-5, 85% of the respondents rated the idea above 4.