Campaign: Lynx Scratch and Sniff

Campaign: Scratch and Sniff Special OOH
Each visual features black-and-white shots of male models clad in boxer briefs, with a bright circle printed over their nether regions, inviting passersby to get handsy and nosy. The technology behind the stunt uses microencapsulated fragrance beads embedded in the ink, which release the scent of Lynx’s new spray when activated by touch. The campaign has rolled out across London, encouraging a bit of mischief on streets, as well as popping up in men’s lifestyle magazines.

Why it works: 

1. You know I love humor; it’s the most fun advertising one can create, and as a consumer, it’s always the most memorable.
2. Anytime you can incorporate your audience to use more than one sense, like smell, by all means, jump on it and do it! We are so accustomed to scrolling on a cold piece of glass all day, it’s a real treat to be able to use your sense of smell to heighten your experience.

2. The world needs more scratch-and-sniff advertisements. It’s rare, and always a treat.