Creative Circle Awards: Grand Prix, Best of Category

Ad Stars Busan: Silver x 2, Bronze

Of all our senses, smell has the most direct route to emotional memory. It bypasses the rational mind entirely — which is why a single scent can collapse decades in an instant.

For families living with Alzheimer’s, those connections become lifelines. Most conversations about memory loss focus on what’s gone. We wanted to find what might still be reached.

The idea: what if you could engineer a smell to unlock a specific memory?

In partnership with global fragrance company Givaudan, we developed personalised “Smell A Memory” kits — scent collections built around each patient’s age, ethnicity, family history and personal stories. Not a medical intervention, but a way for families to reach the person still inside.