We worked with Lysol scientists to create the World’s Stinkiest Sock, then unleashed it to the world. Because if Lysol Laundry Sanitizer can sanitize the world’s stinkiest sock, it can handle your worst smelling laundry.
We launched the campaign by telling people what the Lysol scientists have been up to. Yes, we used the real Lysol scientists.
We then took the sock to the public in a disgusting activation to show them the full power of Lysol Laundry Sanitizer.
We then sent a PR package with our sock & sanitizer to influencers around the nation where they made the stinkiest unboxing videos for their followers.
Campaign US Big Awards 2023 Winner: Consumer Packaged Goods
One Show 2023 Shortlist: Best Out of Home Experiential & Immersive
Webby’s 2023 Nominee: Best Experiential Marketing
Webby’s 2023 Honoree: Best Integrated Campaign
AICP 2023 Shortlist: Branded Content & Entertainment, Real Time Engagement
Copywriter: Emma Bhayani
Art Director: Evan Kirby
Creative Directors: Mark Forsman & Vinny Garbellano
Executive Creative Directors: Daniel Rodriguez & Larry Platt
Production Agency: Craft
Agency: McCann New York