GARMENT GARDEN
| Client | PROCTER & GAMBLE |
| Product | BOUNCE DRYER SHEETS |
| Entrant | LEO BURNETT Melbourne, AUSTRALIA |
| Type of Entry | Use of Direct |
| Category | Alternative Media |
| Title | GARMENT GARDEN |
| Product/Service | BOUNCE DRYER SHEETS |
| Entrant Company: | LEO BURNETT Melbourne, AUSTRALIA |
| DM/Advertising Agency: | LEO BURNETT Melbourne, AUSTRALIA |
| Credits |
| Jason William |
Leo Burnett |
Executive Creative Director |
| Andrew Woodhead |
Leo Burnett |
Copywriter |
| Eamonn Dixon |
Leo Burnett |
Copywriter |
| Lauren Doolan |
Leo Burnett |
Art Director |
Describe the brief from the client:
Smell is one of our most powerful senses. It can evoke memories, change our moods and even transport us to another time and place. We wanted people to realize how emotive smell can be and remind them that with Bounce scented dryer sheets they could bring the scent of springtime to their own laundry.
Creative Execution:
The Scented Garment Tree was the perfect way to bring the feeling of springtime to thousands of consumers. By interacting with the tree itself they were able to get a real sense of the power of the product.
Describe the creative solution to the brief/objective.
Taking socks, t-shirts, scarves and other items of clean laundry, we fashioned them into colourful flowers and scented them with Bounce Spring & Renewal dryer sheets.
We then used them to help a leafless tree blossom back into life. Passersby could pick the fabric flowers, smell them and unravel them to discover that the source of the spring fresh scent was Bounce.
Describe the results in as much detail as possible.
The Garment Tree was seen by thousands of consumers many of whom interacted with the tree itself by picking, unravelling and smelling the flowers. The tree also achieved a great deal of media exposure, both new press and television coverage.
