Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in