DiegoFerrite

Valentine’s Day in Brazil is a highly commercial date, but Bom Ar, a home fragrance brand, had no natural connection to it.
We found a playful way in: addressing a smell nobody wants at home anymore — the smell of an ex.

That’s how we launched Bom Ar’s Ex Hotline (“SAC do Ex”), a digital service on Instagram where people could DM their “ex-smell” stories. With influencer Vitor DiCastro as the face of the campaign, we gave fun tips on how to get rid of the ex’s lingering scent using Bom Ar fragrances.