Creativity

Burt's Bees: gud Smelltastic Video

Scratch and sniff goes social.

Published on Mar 01, 2012

Editor's Pick

Burt's Bees is pairing Facebook animation with a scratch 'n' sniff promotion for its new bath and body product brand, gud, as part of a launch campaign by Baldwin&, Raleigh.

An online video on gud's Facebook page can be watched in conjunction with a scratch-n-sniff card insert, which will appear in March issues of Allure and Lucky magazines with the corresponding URL, as well as being handed out at universities. It shows a young woman heading to work, wearing gud, who along her way transforms bad smells into good ones. At key moments, viewers are prompted to scratch the card to inhale one of six corresponding aromas. As well as gud's Orange Petalooza Body Lotion, they can smell diesel fumes from a garbage truck, cotton candy, a dirty subway, flowers, and strawberry. The tagline is 'Wherever gud goes, gud happens'. Animation is by Buck, LA.

The scratch and sniff card also carries a QR code leading to a mobile-adapted aromavision page, as well as a $1-off coupon. In-store, QR codes on packaging will also link to the mobile site. The campaign will also be promoted through social media and at gudhappens.com.

Read more about the effort on Adage.com.

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Credits

Date
Mar 01, 2012
Agency:
Baldwin&
Client:
Burt's Bees
Creative Director:
David Baldwin
Creative Director:
Bob Ranew
Art Director:
Shaun Sundholm
Copywriter:
Lisa Shimotakahara
Animation:
Buck, Los Angeles
Creative Director:
Ryan Honey
Executive Producer:
Maurie Enochson
Production:
Nick Terzich
Coordinator:
Ashley Hsieh
Associate Creative Director:
Joshua Harvey
Animation Director:
Steve Day
AD/Designer:
Jon Gorman
Designer:
Joshua Harvey
Designer:
Jenny Ko
Designer:
Trevor Conrad
Character Animation:
Laura Yilmaz
Character Animation:
Matt Everton
Character Animation:
Taik Lee
Character Animation:
Jamal Otolorin
Character Animation:
Regis Camargo
Character Animation:
Anna Saunders
Compositor:
Rachel Yonda
Compositor:
Alex Perry
Compositor:
Justin Mays
Compositor:
Moses Journey
Compositor:
Vincent Lammers
Compositor:
Iain Acton
Compositor:
Elizabeth Steinberg
Music:
Massive Music
Artistic Director:
Elijah B. Torn
Executive Producer:
Keith Haluska
Production:
Courtney Jenkins
Music:
Massive Music

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