Client: Glade (SC Johnson) | Category: FMCG, Home Fragrance, Air Care (Aerosol Spray + Scented Gel) | Discipline: Key Visual Design, Campaign Concept, Celebrity Endorsement Campaign, Integrated KV Adaptation (Digital, Social, OOH) | Talent: Gabbi Garcia (Actress, Brand Ambassador) | Market: Philippines | Agency: Laugh Contagious Communications, Kuala Lumpur
Air care is a low-interest category — nobody wakes up excited to buy a can of air freshener. So instead of selling scent specifications, the "Smells Like a Vacation" campaign sells a borrowed feeling: the lift of being somewhere else entirely. The real stroke is how local that feeling is. Rather than generic "fresh" or "floral," the three fragrances are named for three places Filipinos already love and long for — Baguio's cool highland roses, Boracay's sunny beach breeze, Siargao's surf-fresh air. Each scent becomes a destination, and the whole range becomes a shortcut to a holiday you can have at home. Actress Gabbi Garcia fronts it, lending the campaign warmth, aspiration, and instant relatability for the Philippine market.
The master key visual — a living room whose window opens onto a beach, with the full range and ambassador Gabbi Garcia carrying the "Smells Like a Vacation" idea.
The visual re-composed for posters and social stories, range and talent stacked for a portrait frame.
The master key visual makes the promise literal: a serene living room whose window dissolves into a white-sand beach, so home and holiday occupy the same frame. The full range — aerosol and gel, all three destinations — is hero'd on a clean podium, with the Aqua-Based Formula and "fragrance infused with essential oils" cues carrying the product truth, and Gabbi's signature anchoring the endorsement. From that single master frame, we engineered the campaign to flex across every placement it needed to live in: a horizontal lockup for web and banners, a vertical build for posters and social stories, and a large-format version designed to hold up at station scale in out-of-home. One idea, one feeling, re-composed so it lands whether it's glimpsed on a phone or walked past on a commute. As a creative agency in Kuala Lumpur, we built the vacation first, then made sure it travelled to every screen and street it had to reach.
The large-format OOH execution — engineered to hold its single idea at station scale, in the flow of a daily commute.
The hardest thing a key visual does is compress a whole campaign idea into one image, then survive being cropped, resized, and re-laid-out across dozens of placements without losing the thought. A great KV holds a single, instantly readable idea (here, home that feels like a holiday), uses celebrity or talent as a shortcut to borrowed trust and aspiration, and is built from the start as a flexible system rather than a one-off artwork — so the horizontal banner, the vertical story, and the station-sized OOH all feel like the same campaign rather than three different ones. Layer in a genuine local insight — naming scents after the destinations a market already dreams about — and the idea stops being an ad and starts being something people recognise as theirs. As a creative agency in Kuala Lumpur, we develop key visuals, celebrity-led campaigns, and integrated 360 concepts across digital, social, and OOH for FMCG and lifestyle brands throughout the Philippines, Malaysia, and Southeast Asia.
Capabilities applied to this project: Glade key visual design, Glade Philippines campaign, SC Johnson campaign KV, air care advertising campaign, celebrity endorsement campaign, brand ambassador key visual, destination fragrance campaign, integrated 360 campaign design, OOH key visual adaptation, social and digital KV system, multi-format campaign artwork, FMCG campaign Philippines.
Got a low-interest product that needs to borrow a bigger feeling — and one idea that has to stretch from a phone screen to a station billboard?
