Unilever brought the scent of summer to consumers nationwide with the first multi-sensory campaign in malls.

The campaign fully immersed consumers in the new Surf Wild Flowers and Morning Dew fragrance as the brand mascot, Surfy, invited passers-by to play a game of hopscotch. Brightly coloured flower floor media led to a digital 6-sheet screen.

Katy Holder, Brand Manager at Unilever, said: “Surfy offers a bright and unique approach to laundry, guaranteed to put a smile on your face and leave your clothes smelling gorgeous. The new Surf Wild Flowers and Morning Dew fragrance really encapsulates the playful nature of the brand, perfect for creating fun and interactive out of the home.”

Planned and booked with JCDecaux Innovate by Mindshare and Kinetic, this two-week campaign deployed motion-activated indoor scent dispensers across digital 6-sheet screens in 6 malls in the UK.