Scratch and Sniff

Billboards excel at showcasing beauty or design, but fragrance brands face a challenge with them: they can’t convey scent. LYNX overcame this by embedding aroma-encapsulation technology into OOH billboards, turning static ads into real-world samplers. Tapping into an instinctive male behaviour, scratching and sniffing themselves, we invited men to do the same with our ads. By making billboards tactile, sensory, and interactive. We created an experience, proving that the right creative insight can transform the most traditional media into an unexpected brand engagement.