For its recent effort to promote Guide Dogs Australia, Clemenger BBDO Melbourne decided to address one of the greatest and perhaps most unrealized struggles faced by the visually impaired and blind—isolation. The agency created a unique fragrance, Support Scent, which, when worn by a person would make those with impaired vision aware of the support they are receiving, via sense of smell.
The fragrance packaging also keeps the blind in mind, featuring Braille and scented Braille letters. The agency teamed with Australian cosmetics brand KIT cosmetics to develop the scent, now sold nationwide at Myer Department Stores, cosmetic shops and online, with all proceeds benefiting Guide Dogs Australia.
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