Name Company Position
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Damian Royce Clemenger BBDO Melbourne Creative Director
Tom Martin, Julian Schreiber Clemenger BBDO Melbourne Creative Team
Sevda Cemo Clemenger BBDO Melbourne Agency Producer/Project Manager
Ricci Meldrum, Nicci Henningsen Clemenger BBDO Melbourne Account Management
Mary Darzi Clemenger BBDO Melbourne Print Producer
Sam Hodgson, Nicola McLaughlin Clemenger BBDO Melbourne Interactive Producer
Mike Hyde Clemenger BBDO Melbourne Strategic Planner
Jo Currie Clemenger BBDO Melbourne Project Manager
Beci Orpin, Tom Martin Designers
Amy Gerbhardt, Micca Delaney Directors
Jody Musdon, Micca Delaney, Alex Aslangul DOP
Jane Liscombe, Allion Lockwood Producers
Jack Hutchings, Megan Voevodin, Micca Delaney The Butchery, Tide Edit, Exit Films Editors
Karl Richter Level Two Music Music Production Company
Eugene Richards Digital Pictures Melbourne Smoke Operator
Digital Pictures Melbourne Digital Pictures Melbourne Post Production Company
The Bon Scotts Music Composer/Arranger
Paul Le Couteur, Jack Berryman Flagstaff Studios Sound Designer/Engineer
Sam Hodgson, Nicola McLaughlin, Tom Martin, Julian Schreiber Clemenger BBDO Melbourne Interactive Designers

The Campaign

How do you show support for someone who can’t see? One of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation. Guide Dogs Australia, the country’s leading organization for services to the blind, devote themselves tirelessly to ending this isolation. So when tasked with creating a new way to generate support for the cause, it became vital that it didn’t inadvertently exclude the blind. Anything that appealed to people’s sight, such as a ribbon or wristband, would in truth only add to the problem. Thus, we decided to create something new that would appeal to another sense entirely – smell. A unisex fragrance called Support Scent, that for the first time would allow the blind to actually recognise support around them.

Success of the Campaign

By walking away from their traditional methods of fundraising and utilising something that’s not only appropriately inclusive, but actually very desirable; the charity is now discovering an entirely new support base. As an actual beauty product, Support Scent’s broken through traditional barriers of charity distribution and drawn attention to the cause in a new arena – fashion, including appearances in magazines such as Vogue. It is inspiring people to get involved because this innovative idea lets them engage in a new way with the charity. A way they know the blind are capable of actively recognising. Post-launch tracking has already shown that fundraising lifted 33% when Support Scent launched. 47% of people find the project makes the charity now more relevant to them. 79% of people exposed to it now want to more actively support the cause (for women alone, its an astonishing 85%)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To ensure quality and credibility, we approached KIT Cosmetics, one of Australia’s leading cosmetics brands. We asked them to donate their expertise and formulate a new scent, solely for our purposes, which we’d design, package and market. The brief: make it desirable but also distinct enough to be recognizable to the blind. Finally, after 18 months in scent production and then the endorsement of blind people, scented letters sprayed with Support Scent went out to the blind community to ensure they would recognise it when worn. It then launched publicly via events and advertising, across many mediums. It’s now being sold nationwide for $5 at cosmetics stores, at Australia’s largest department store chain MYER and online - with all proceeds going to Guide Dogs Australia.