Create awareness for the launch of P&G's flower-scented softener Lenor and strengthen the floral freshness as the key feature of the product line-up. Be innovative in outdoor and retail segments to complete the classic media mix, but effective in terms of costs.

We had to be distinct from the competition, to stand out in an environment cluttered with packaging and shelf communication, while emphasising the floral scent of the softener.

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 in terms of media where no competition was present, highlighting the product feature in a fresh way.

The flower wraps told the product story through every flower bouquet bought in the shop or delivered by the florists during that period.The idea came to life in flower shops across Magheru Avenue, Bucharest's most circulated area - 15,000-20,000 pedestrians daily.

In terms of distinctiveness, 85% rated the idea above 4 out of 5.

We chose to be relevant for the product's feature and surprising for the consumer and found the perfect medium to do this: we took it to the streets and replaced the regular florist buckets with Lenor bottle-shaped recipients that we designed based on Lenor's bottle artwork and then filled with flowers.Then we added up another execution derived from the same design: flower wraps baring the Lenor bottle artwork were distributed to flower shops across Bucharest.