Putting fragrance into public space

Using escalators and hanging banners in Edgars and Red Square, which incorporate promotional bays, posters and the gondola end, Unlimited's Fashion Media is currently advertising 'Diesel Fuel' to the youth market.

"It's the closest that advertising can get to the point of purchase," says Sean Reed, CEO of Fashion Media, "it draws you into the shop and directs you to the merchandise on the promotional bays and gondola ends."

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The fragrance, which is in a glass vial ensconced within a unique Diesel His and Hers denim material pouch, has a national campaign for four weeks in Edgars and two weeks within the Red Square chain of stores.

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$African creatives discuss the importance of Cannes to Africa. Picture l to r: Yusuf Adejumo, creative director, TBWA\Concept Nigeria, Audrey Quaye creative director Innova DDB Ghana, Alex van Niekerk, executive creative director at TBWA\Ascent, Graham Cruikshanks, director of Africa operations at TBWA, Eric Mununuzi, chief creative Officer at TBWA\Uganda (Images supplied, composite by Ruth Cooper @ Bizcommunity)$