Deep Breaths, Everyone: McCann Made a Perfume That's Meant to Stimulate Creativity

Get a whiff of 'I CANN Eau de Créativité'

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To celebrate its 70th anniversary in Uruguay, McCann Montevideo has created I CANN Eau de Créativité, a limited-edition fragrance meant to, well, boost creativity. 

"In our research, we determined that creativity is completely emotional and with no logical process," explains Leándro Gómez, McCann Montevideo's CEO and general creative director. "We also learned that scents are a powerful medium to convey emotions—in fact, 75 percent of our emotions are connected to scents that immediately take us back to very specific moments of our lives."

Here's the introductory video, which is basically just the creative campaign, set to the music of "Faded" by Alan Walker.

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