Hard to ignore. For better or worse
Creative work with gravity
A bold move that sparks mixed reactions.
Magnum’s recent multi-sensory activation in the London Underground is interesting, both in what it tried to do and how people reacted to it.
By introducing scent into a public space, the brand attempted to recreate the experience of eating the product in a way that’s hard to ignore. It’s a bold move, and naturally it sparked mixed reactions.
What it highlights is something becoming more relevant as brands push further into physical environments. When you move beyond screens, you’re not just creating moments, you’re stepping into people’s day.
It sits in that tension between memorable and intrusive, which is probably where a lot of this kind of work will continue to land as brands push further into real-world environments.
Agency LOLA MullenLowe.
Read more: Commuters split over chocolate-scented advertising
Catch up on the full issue here: Orbit Issue 06
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