Givaudan: Smell a Memory
GIVAUDAN · JWT SINGAPORE
Grand Prix, Creative Circle Awards 2014 · 2 Silvers & a Bronze, Ad Stars Busan 2013
Art Director · Strategy, creative direction
01
THE CHALLENGE
Most conversations about Alzheimer’s focus on what’s gone. For families, every lost connection hurts, and words reach less and less of the person they love.
02
THE INSIGHT
Of all our senses, smell has the most direct route to emotional memory. It bypasses the rational mind entirely, which is why a single scent can collapse decades in an instant. So we asked what might still be reached, and whether you could engineer a smell to unlock a specific memory.
03
WHAT WE DID
With Givaudan, we created personalised Smell a Memory kits: scent collections built around each patient’s age, ethnicity, family history and personal stories. It isn’t a medical intervention, but a way for families to reach the person still inside.
04
THE IMPACT
The campaign won the Grand Prix and Best of Category for Cause Branding at the 2014 Creative Circle Awards, and two Silvers and a Bronze at Ad Stars Busan 2013.
