MERDE
EAU DE DISTANCE SOCIALE
Fact
COVID 19 is still a major problem across the globe right now
Insight
People are no longer respecting Social Distancing
Strategy
Use smell to articulate a powerful message about Social Distancing
Create a product or a campaign that reiterates the importance of social distancing.
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Brief
PRODUCT
With Lockdown finally lifting, it is encouraged that people still keep their distance. However, when out and about myself, I know that this is not the case.
Therefore, I created a perfume that smells so bad that people have no choice but to respect social distancing!
PRINT AD
The scent is so bad even the text requested to be on opposite sides!
Each magazine will come with a little tester bottle so that people can try out the scent and see how bad it is for themselves. This way they can see the effects of people staying away before committing to a full bottle!
STUNT
Mr Beast is a YouTuber who is known to give away hundreds and thousands of dollars. Having taken inspiration from the MSCHF stunts, this fits perfectly. MSCHF and Mr Beast have worked together numerous times which is why this could be real.
The stunt would begin with 100 people in the room. Mr Beast would spray a whole bottle of Merde which will see multiple people leave instantly. Challenges and competitions will be played amongst contestants along the way where they will receive either a helping hand, the boot from the stunt or even choosing to leave because they can't bear the smell any longer!
For example, every 30 minutes a new bottle is sprayed. Another would be whoever can parp in the next 10 seconds receives a nose plug for 30 minutes. In addition to these, Mr Beast always entices people to leave with cash rewards or something with a high value e.g. Anyone to leave now gets $1000/ this brand new Tesla.
Whilst I'm aware this stunt does the opposite of the product's purpose, it will make Merde known on a larger scale. The stunt wouldn't last too long because of the smell and people would be seen leaving because they can't hack it. Throughout the video, Mr Beast will talk about the product and where it can be bought etc.
OUT OF HOME
The perfume will also be advertised via Covid Floor stickers - it encourages people to keep their distance whilst also promoting the product.
HOWEVER...
...despite starting this brief in October 2020, it is still relevant.
Maybe not so much towards Covid anymore but it is to the likes of safety on a girls night out, avoiding your ex that you see approaching in the distance or even because your favourite club has just started playing High School Musical - 'Gotta Go My Own Way' and you and your friends need to do Troy and Gabriella proud.
