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