• Loading…


Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2015

To promote the Philips Air Fryer, a device that fries food with air instead of oil, Ogilvy & Mather Singapore created a devious new product. Air-Oil is the first cooking oil made entirely out of air. It is, essentially, an empty bottle. Launched on the market like a genuine FMCG product, Air-Oil was distributed throughout supermarkets, placed on shelves next to regular cooking oils. Supported by outdoor advertising and a point-of-sale campaign with collateral and in-store cooking demos, each bottle also acted as a voucher. Customers could take the bottle to the electronics department and use it to redeem a discount, which many did.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again