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DACIA
Project
Story Fresheners
Why this project?
Given the "Dacia sponsors a book fair", we had to make a natural connection between reading and driving. Our initiative had to start at the book fair, but it would also have to happen where it is truly relevant -- inside cars.
So, what did you do?
Through a combination of graphic and olfactory design, we created car fresheners inspired from famous books. WOW!
How it worked
We started by identifying the most representative scents from 10 pieces of universal literature. From characters' clothing, to their drinks of choice, favorite flowers or places where they lived. Then, with the help of a "professional nose", we combined them into 10 unique perfumes, each designed to evoke one of the stories. For example: Moby Dick scent was created using Oak Wood, Ocean and Rum fragrances; while Robinson Crusoe with Coconut, Amber, Teak Wood fragrances. And so on.
The "Story Fresheners" were made available at the dedicated Dacia stand at the Gaudeamus Book Fair and were offered as a give-away for the driver visitors at the fair.
By scanning the car freshener, people could access the audiobook version of that title and listen to it while driving. Combined with its custom scent, this offered drivers an immersive multi-sensorial story experience, while on the road.
Thus, bringing together reading and driving.
