Whipping up a stench for Dr. Beckmann

Brazen was asked to get customers to think differently about appliance care and promote Dr. Beckmann Service-it Washing Machine Cleaner.

We knew most people can’t see when they need to clean their washing machine, but they can certainly smell when it needs some TLC.

So we concocted a social-first experiment to get people to think differently about appliance care and give their washing machine the love it deserves.

And so we invented a brand new perfume – Eau d’Our – taking it to the streets of London to test it on unsuspecting commuters.

We pulled no punches in our quest to dupe the public…

Original packaging? Tick. Hideous scent reminiscent of a filthy washing machine drum? Very big tick. French nationals serving as our brand ambassadors? You betcha.

We spent a day traversing Kensington High Street filming ‘consumer tests’ of the perfume on unsuspecting Londoners, capturing the hilarious responses before telling them about the product.

The resulting footage was edited into a video for Dr. Beckmann’s social channels, where we oversaw a highly targeted paid-for campaign to drive views.