Scent-enabled outdoor ad entices with...garlic?

Client: Walt Disney Studio Motion Pictures

Agencies: Clear Channel, Bates CHI & Partners, m/SIX

Market: Singapore

Campaign scope: OOH

Facts: The film centers on tension between an established Michelin-starred restaurant in the South of France and the Indian eatery that opens next door. Produced by Steven Speilberg and Oprah Winfrey, it stars Helen Mirren. The OOH installations are located near "food meccas in the bustling centre of Singapore that enjoy high footfall; Victoria Street, New Bridget Road and Holland Avenue." The custom light cases contain a diffuser that sprays periodically and at the touch of a big red on-demand button.

Press release quote: "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."

Jamie Lewin, Head of Client Services, APAC, m/SIX: "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."

Comments: We commend the concept, but wonder whether garlic, which tends to be polarising, was the best choice. In any case, can a diffuser spray provide the same alluring experience as a few fresh cloves of the stuff rending in hot oil? We're attempting to dispatch a reporter to the scene for a firstnose assessment. If anyone reading this has walked by the sites already...the world anxiously awaits your verdict (comment below or tweet @CampaignAsia).