Replay Fragrance: Guns & Perfumes

With the specific concept that you can “re-activate” your perfume by not re-applying the fragrance itself, with only one drop of water you can release the top notes that will move a new wave of the composition. Our mission was to create an unexpected campaign that will motivate consumers to experience the advantage of reactivation technology that will allow the wearer to revive the scent with a single drop of water. Tens of thousands of water guns filled with water (10,000 liters of foreign mineral water…we can't waste water in Israel), with perfume sample and branded SHELLY'SCARD along with an invention to get via text massage a daily reminder to refresh the perfume fragrance, were hung in public locations all over the country.

Advertising Agency: Shelly'sCard, Tel-Aviv, Israel
Creative Director: Shelly Rokah
Production Manager: Lilah Rokah
Photographer: Hagit Portal
Account Manager: Dikla Bashi
Published: February 2010


Hibon's picture
3736 pencils

Dont get this...forced.

Simple ideas are the best !

monsieurange's picture
520 pencils

Original. I didn't know that mineral water does that.

alejulimaty's picture
840 pencils

you can´t waste water, so you import it and give a water pistol to a dog. that´s clever

sneakyhands's picture
1857 pencils

you're still wasting water in israel, just not israeli water

shitix-'s picture
234 pencils

nice shirt that blonde!

xcreativity's picture
2374 pencils

don't get it

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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DBB's picture
1218 pencils


JoeShoe's picture
6 pencils

So is the idea that the water gun will make reactivating more interactive?

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