Art direction by Roshen Carman. Droga5 YoungShits 2nd place.
When you’re congested, you can’t smell. You also can’t pronounce “Neti-Pot,” which would be the solution to all of your problems.
The barrier? It’s weird, and you might get a brain-eating amoeba if you use the wrong water.
Solution? Sell a Neti-Pot water distiller in an alluring, sexy way.
INTRODUCING: NÉDI
POP-UP TEASER
We start with a citywide print and OOH campaign teasing the location of a glamorous pop-up shop.
Echoing fragrance ads, these prints feature aesthetic settings, fashionable people and – wait – puffy eyes and redness?
PRINT SAMPLES
In magazines, we’ll place invitations to our pop-up shaped like a perfume sampler… except the underside of the flap smells like nothing.
RADIO & STREAMING
Ads will appear on music streaming services using the vague, fantastical language of perfume ads. These are performed by congested, mucous-y voice actors.
Podcast hosts will be instructed to read Nédi ads while holding their noses.
"Sweet Release" :15
VO: congested Experience Nédi. Sweet release sniff into a whole new world. Nédi pop-up this Saturday at 1535 Broadway.
"Awaken Your Senses" :15
VO: holding nose Experience Nédi. cough Awaken your senses from long slumber. Nédi pop-up this Saturday at 1535 Broadway.
"Breathe In Bliss" :15
VO: stuffy Experience Nédi. Breathe in bliss, choke troubles wash away. Nédi pop-up this Saturday at 1535 Broadway.
"Refreshing Streams" :15
VO: holding nose Experience Nédi. Refreshing streams unblocking your energies. Nédi pop-up this Saturday at 1535 Broadway.
EXPERIENTIAL LAUNCH
The Nédi experience will take place in springtime at one of New York’s most congested places — Times Square.
PRODUCT DEMO
The visitors will be led to sinks that are installed inside of the pop-up, and will then experience Nédi – distilled water flowing through the Neti Pot, into their nostrils – mastering proper technique for the sweet release.
PRODUCT
After the demo, attendees receive a Neti-Pot and a Nédi water distiller to use at home – designed to look like a perfume bottle. The packaging reflects the luxury fragrance brands the campaign parodies.
