• Digital

A Roadtrip From Smell

Febreze

A Road Trip from Smell

A roadtrip from smell

P&G/Febreze Car

This was one of our most challenging projects so far. A real-time online-broadcasted reality show, taking place across the whole of Europe. Over 21 days, 3 British guys embark on a road trip during which they have to perform unexpected tasks and overcome challenges that will cause a bit of a stink. Along the way they have to pick up surprise passengers that will definitely have an opinion on the freshness in the car. Their approval dictates the next part of the journey. If they approve, our Brits get a totally fresh experience, if not they pay a stinky price. This project for the P&G brand 'Febreze' – a car air refreshener, asked for a fully integrated production approach that included everything from the first concepts & designs to the casting process, the storytelling, the development of the YouTube gadget, the online moderation systems up to the final edits. Which proved to be a lot of fun. Because you never know who is going to be your next passenger.