Home Gallery Video McCann Montevideo I Cann Want to Smell Like McCann? In Uruguay, the Agency Has Its Own Perfume Limited-Edition Scent Should be Applied at Moments of 'Peak Creativity,' Says Agency By Alexandra Jardine. Published on Aug 01, 2016 Editor's Pick If you want to smell like McCann, now's your chance. The agency's Uruguay office in Montevideo has created its own perfume -- named "I CANN Eau de creativite" -- to celebrate its 70th anniversary. What's more, the limited edition unisex fragrance, which boasts citrus fruit notes, comes in a bottle with specific instructions about the application of the scent: The bottle cannot be opened until a "Big Idea" is found. According to the agency's press release, "The first application onto the skin must be made after a peak moment of creativity. In this way, the aromatic notes will be fixed in the user's olfactory memory, associating the scent with the momentum of creative discovery. Users must repeat the proper application at least three times to succesfully establish the connection between the scent and creativity." "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," said Leandro Gomez, McCann Montevideo CEO and General Creative Director, in a statement. The agency sent out 300 bottles of the fragrance to clients, prospects and opinion leaders in Uruguay. It also made its own video (seen here) to promote the fragrance, starring its agency staff in cheeky black and white shots reminiscent of classic fragrance ads. According to a spokesperson, the response has been positive and it aims to create more bottles of "I CANN." We wonder if the idea could roll out to other parts of the McCann empire. The McCann your McCann can smell like, perhaps? Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateAug 01, 2016Agency:McCann MontevideoClient:McCann MontevideoCreative Director:Leandro Gómez GuerreroCopywriter:Leandro Gómez GuerreroCopywriter:José MajóArt Director:Gerardo PodhajnyArt Director:Michel DonatteProject Manager:Sabina RicagniProduction:Natalia AzzatoVideo Editing:Franco RicagniPhotographer:Punchi BarriolaPhotography:Magoya Latest Creativity News on Ad Age U.S. Hispanic Agencies: Final Deadline to Enter Wave Festival Is March 24 Morgan Neville, Anthony Mandler, Sam Raimi and Alice Mathias Find New Production Homes Bacardi, Swizz Beatz Partner to Free Artists With 'No Commission' Fairs Related work Pantene: ShowerGlass Pereira & O'Dell San Francisco MillerCoors: Miller Lite On Demand Angel Soft: Happy Single Parent's Day Deutsch - L.A.