Smell A Memory

Creative Circle Awards: Grand Prix, Best of Category

Ad Stars Busan: Silver x 2, Bronze

Our sense of smell is one of our most visceral instincts. It has an instant and powerful connection to memories, especially emotional memories. Alzheimer’s and memory loss, caused by dementia, affect 35.6 million people. What if we could use smells to evoke memories in people suffering from Alzheimer’s? Could they perhaps ‘smell a memory’?

Together with global fragrance company Givaudan, we have harnessed the power of smell to create “Smell a Memory” kits. Designed to help families with loved ones who suffer from Alzheimer’s and dementia, each kit contains scents personalized for individual patients based on their age, ethnicity, family history and personal stories. Each smell triggers emotional memories in patients and helps the family engage and connect with those who suffer from these diseases.

Case Study Video