Guide Dogs Australia: Support For The Blind - Support Scent
Clemenger BBDO Melbourne
SUMMARY
In 2010 Guide Dogs Australia (GDA) faced a potential collapse in donations if an existing downward trend was continued.
An entirely new strategic and creative approach would be required if this trend, and its consequences were to be avoided. In a world first collaboration, GDA and their advertising agency partnered with Kit Cosmetics to create a new fragrance called Support Scent to be worn specifically in support of the blind and vision impaired.
The idea of Support Scent was so remorselessly powerful that it could not...