This Perfume Is Meant To Stimulate Your Creativity
Advertising Agency McCann celebrated their 70th anniversary with the power of smell
Uruguayan creative advertising agency McCann Montevideo has celebrated its 70th anniversary in the South American country by formulating the I CANN Eau de Créativité. The limited edition fragrance is reported to stimulate creativity for those that smell it.
“In our research, we determined that creativity is completely emotional and with no logical process,” explains Leándro Gómez, McCann Montevideo’s CEO and general creative director. “We also learned that scents are a powerful medium to convey emotions—in fact, 75 percent of our emotions are connected to scents that immediately take us back to very specific moments of our lives.”
The citric notes found in I CANN are not for everyday spritzing, in fact, there is strict instruction only to release the odor when a big idea is uncovered. The concept would be to make a sensory association with the lightbulb moment and the perfume. Science and reason would then point to the possibility that a little whiff later one might help push you toward another creative ta-da.
Take heed of the name, I CANN, as it points to the ability of any individual to harness and build their creative prowess.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers