Nivea "The smell of summer"

This is the first scent film worldwide. Everybody knows the scent of NIVEA Sun products. This very fact is uded for their film: We see a beautiful beach from a static camera. The viewer expects a plot, but for 55 seconds nothing much happens. All they see is the same picture of the beach and hear the sound of sea-gulls and the sea. suddenly, they start to smell the scent of NIVEA Sun which comes out the air conditioning system of the cinema. 37% of all cinemagoers remembered the scent spot for NIVEA Sun spontaneously. Outstandingly 5 times more than for the classical NIVEA spots. Bronze Eurobest Winner 2007.

Agency: TBWA\Germany.