Creative agency Above+Beyond has chosen to celebrate the realities of Christmas with an initiative which focuses on the ‘true scents’ of the season.
The agency has chosen to counter the saccharine sweetness of much festive marketing that floods the senses in the run up to the 25th, instead choosing to focus on the real smells of the season by sending its clients individually scented Christmas tree air fresheners emblazoned with captions such as ‘Dad Burnt The Turkey’, ‘Christmas Eve Gridlock’ and ‘Gran Passed Out By The Fire’.
Executive creative director, David Billing, explained: “We want to celebrate the little things that make Christmas so special – but not the magical fantasy version we see on TV. That version can make us all feel a bit inadequate.
“So we’ve captured the real Christmas, in scent form at least: each fragrance acting as a little reminder of the moments that make family festivities so wonderfully imperfect.”
There are a range of realities to celebrate, thanks to creatives Jo Lindmark and Sam Whigham, who add: “It’s been a year of uncomfortable truths. So why not go with the flow and embrace the real smells of Christmas. From a pretty long list we got to some core fragrances that will bring a blast of the wonderfully average British Christmas to our clients’ lucky nostrils.”