Disney brings the sense of smell from cinema to outdoor with Clear Channel Singapore for the opening of ‘The Hundred-Foot Journey’

Walt Disney Studio Motion Pictures has collaborated with Clear Channel Singapore to create a scented OOH campaign to promote ‘The Hundred-Foot Journey’, opening in cinemas on 28th August 2014.

Produced by Steven Speilberg and Oprah Winfrey, “The Hundred-Foot Journey” abounds with flavours that burst across the tongue. The opening of a new Indian restaurant in the south of France, next to a famous Michelin starred eatery, is nearly cause for an all-out war between the two establishments until Le Saule Pleureur’s icy proprietress Madame Mallory (Academy Award winner, Helen Mirren) recognizes her rival’s undeniable brilliance for preparing masterful meals. A stimulating triumph over exile, blossoming with passion and heart, with marjoram and madras, it is a portrayal of two worlds colliding and one boy’s drive to find the comfort of home, in every pot, wherever he may be.

As part of an integrated campaign that promotes the culinary-centric film, Disney collaborated exclusively with Clear Channel and m/SIX, for an interactive OOH campaign that diffuses the scent of garlic to capture the attention of commuters. A custom built casing placed at the side of panel houses the diffuser that sprays the aromatic scent periodically. Curious commuters can also interact with the panel by pushing the button to release the scent on demand. Garlic was chosen over other food scents because of its unique smell. Also, it is famously known to be a common denominator between Indian and French cuisine.

Three sites have been strategically chosen for this activation. They are located closed to food meccas in the bustling centre of Singapore that enjoy high footfall; Victoria Street, New Bridget Road and Holland Avenue.

“As ‘The&Partnership’, comprising BatesCHI and m/SIX, collaborating with Clear Channel, we’ve been able to swiftly design, develop and scale this innovation to a very specific audience of culturally discerning Singaporeans. Singapore being a nation of food and cinema lovers is the perfect place to launch an interactive and innovative campaign, bridging those two passion points’ said Jamie Lewin, Head of Client Services, APAC, m/SIX.