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Create a series of illustrations to bring to life several common types of odors that are trapped inside of cars, including fast food, body odor, pets and road trip stink. They needed to be graphic, telegraphic and true to the “witty” brand voice of Febreze.
Calling on the “MAD” skills of our illustration team, we chose vehicle types that would speak to a broad base of car owners – Mini Van Moms, Pick Up Truck Drivers, Fast Food Eating Commuters, Outdoor Enthusiasts, Pet Owners and Family Road Trippers. We paired up cars with common stinks, and then asked that each car be given its own style and “voice” – so that the entire group of illustrations felt like a family, but were not identical.
Clients loved the original, unexpected eye-catching nature of all six illustrations. Verbatims: "These show the odor problem plus range plus wit - amazing to incorporate all 3." "They were not only on brand but also interesting and visually engaging.” While actual sales numbers have not posted, clients expect to see a spike in test markets. In social, Facebook posts drove high engagement, landing as Febreze’s 4th highest performing post in the last year and over 236MM impressions.