Amnesty - Tear Gas Scented Candles - (2015) (Turkey)

Amnesty international wanted to remind everyone of the events at Gezi Park protests 2013, so Grey Istanbul researched scents. Scents trigger memories, and tear gas scented candles would surely trigger the memories of reporters, activists, bystanders that smelled the gas back in 2013. Some clever reserach later, the candles were direct mailed to activists, journalists et al, with a smart tear-gas-canister design to it that carried a hashtag: #whenitsmellsteargas (this works better in Turkish: #BiberGazıKoKuncha). Now, the case study brags, "the project managed t reach millions with zero media budget" - thanks to the earned social media and press mentions. I hate to remind you guys that direct mail is media, and that was obviously budgeted.

ad agency: 4129Grey, Istanbul