“Scratch & Sniff” turned outdoor advertising into an interactive product experience for the launch of Lynx Lower Body Spray. Instead of passively promoting the product, we made discovering it an experience.
We embedded scratch & sniff technology into our print and OOH ads, allowing men to experience the product firsthand— and nose. Each ad featured a sleek black-and-white underwear-style image, with a colour-highlighted product and a scratchable area over the model’s crotch: an invitation to engage.
For the art direction, we decided to disguise the concept within an ad that, at first glance, looked like a typical underwear campaign. We aimed for an editorial, fashion-style black-and-white photograph so people would assume it was just another ad from a clothing or underwear brand.
We wanted to carefully craft every detail of the body to make the image as sophisticated as possible. We carried out multiple tests to find the shot that best conveyed the concept. Every aspect was considered — how the shadows fell, how the highlights reflected on the skin — to ensure the photograph told the story with subtlety and precision.
Role: Head of art & Design
Agency: LOLA Mullenlowe
Credits:
ECD: Tomás Ostiglia / DC: Jorge Zacher / DC: Sante Zamboni / Creative team: Koke Domínguez & María Baguena / Head of art & design: Juan Sebastián Moreno / AD & Designer: María Sancho
ECD: Tomás Ostiglia / DC: Jorge Zacher / DC: Sante Zamboni / Creative team: Koke Domínguez & María Baguena / Head of art & design: Juan Sebastián Moreno / AD & Designer: María Sancho