A Fine-Smelling SoirƒE

As a pre-emptive strike against holiday apathy, Blum/ Herbstreith in New York is luring attendees to its party this year with an invitation that boldly states, “We promise it won’t stink.” To reiterate the point, the agency included a tree-shaped air freshener, the kind that often dangles from rearview mirrors.
The problem: The company needed some 200 deodorizing trees to make its point. Agency co-creative director Charlie Herbstreith sent staffers to a local gas station to buy the fresheners, but it did not have a sufficient amount on hand.