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05 August 2016

Ad of the Week: McCann Montevideo ‘I CANN Eau de Créativité’ (Uruguay)


Icann 1

To celebrate the 70th anniversary of McCann Montevideo, the agency has launched a limited-edition perfume called ‘I CANN Eau de Créativité’ that symbolises its commitment to creativity.

With the purpose of making it a medium to boost creativity, the idea was developed based on the idea that McCann’s role is to encourage creativity among clients and in their brand development, therefore it wanted to create a product that would boost creativity among its own people.

The thinking behind the name ‘I CANN’ emphasises that everybody can develop and express the power of their own creativity, and a campaign to promote it has been starred by agency staff.

“What brands say is important, but more important is what they do. For this reason we wanted to create something special that would reflect McCann’s mission: to make brands play a meaningful role in people’s lives,” says Leándro Gomez, McCann Montevideo CEO and General Creative Director. "In our research we determined that creativity is completely emotional and with no logical process. We also learned that scents are a powerful medium to convey emotions – in fact, 75% of our emotions are connected to scents that immediately take us back to very specific moments of our lives. That is why we wanted to create a scent that symbolises creativity,” adds Gomez.

The perfume has been created in a unisex formula with citric fruit notes. The bottle carries instructions about the application of the scent, the twist being that it cannot be opened until a BIG IDEA is found. Therefore, the first application onto the skin must be made after a peak moment of creativity – meaning the aromatic notes will be fixed in the user’s olfactory memory, associating the scent with the moment of creative discovery, according to a statement by the agency. Users must repeat the proper application at least three times to successful establish the connection between the scent and creativity, it added.

Check out the video below:


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