TV ad: Guide Dogs Australia: Support Scent

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How do you show support for someone who can't see?
One of the greatest struggles the blind and vision impaired face is the isolation the condition can bring. So when it came to creating a new way to generate support for them, Clemenger BBDO, Melbourne believed it was vital that it didn't inadvertently exclude the blind. Anything that appealed to people’s sight, such as a ribbon or wristband, would in truth only add to the problem. Instead the agency decided to create something that appealed to another sense entirely – smell.
Thus the agency created a unique fragrance called Support Scent, with the assistance of KIT Cosmetics, one of Australia’s leading cosmetics brands.
Even the packaging of the scent itself has been designed with Braille to include the blind and scented Braille letters, imbued with the fragrance, have been sent out to ensure they can recognize the scent.
As an actual beauty product, the scent has broken through the traditional barriers of charity distribution, being sold nationwide at Myer Department Stores and cosmetics stores, as well as online - with all proceeds going to Guide Dogs Australia.