Creativity

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?

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About

Credits

Date
Aug 01, 2016
Agency:
McCann Montevideo
Client:
McCann Montevideo
Creative Director:
Leandro Gómez Guerrero
Copywriter:
Leandro Gómez Guerrero
Copywriter:
José Majó
Art Director:
Gerardo Podhajny
Art Director:
Michel Donatte
Project Manager:
Sabina Ricagni
Production:
Natalia Azzato
Video Editing:
Franco Ricagni
Photographer:
Punchi Barriola
Photography:
Magoya

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