Smart Media

<p>Deliberately designing your creative work to be stepped on and </p><p>walked over is fairly unusual, but when your medium is the floor, it </p><p>pretty much comes with the territory. </p><p><BR><BR> </p><p>D'Arcy Hong Kong came up with a creative concept for client Procter & </p><p>Gamble's Zest soap which ran in local supermarkets and literally stopped </p><p>consumers in their tracks. </p><p><BR><BR> </p><p>The idea was that Zest's lemon fragrance acts as a "wake-up" call, </p><p>refreshing and revitalising its users - so by creating life-size </p><p>drainage hole stickers and placing them on the floor next to the soap </p><p>display, consumers would have no choice but to pay attention. </p><p><BR><BR> </p><p>The tagline on the stickers read "Beware! Wake up! Zest, extremely </p><p>refreshing and revitalising". </p><p><BR><BR> </p><p>D'Arcy's creative team included group CD Polly Chu, writer May Wong, art </p><p>director Astley Ho, group account director Stella Tsang and account </p><p>manager Ivy Lau. </p><p><BR><BR> </p><p>- Submissions for Smart Media should be sent to Ms Suzanne Miao at </p><p>MEDIA, 11/F McDonald's Building, 48 Yee Wo Street, Causeway Bay, Hong </p><p>Kong. Please send visuals of your nomination, as well as a comment on </p><p>why you thought it worthy of inclusion in the Far Eastern Economic </p><p>Review's Smart Media column. </p><p><BR><BR> </p>