A sensory experience becomes more powerful when contrasted with its opposite. A cold drink feels colder after a hot walk. A whisper feels softer after a loud room. The same goes for scent — delicacy is best appreciated where it’s least expected.

We realized that to make women truly feel the beauty of Camay’s new flower-inspired fragrances, we had to bring them to a place where freshness and elegance were most needed and least likely to be found.

We took the Camay Flower Collection straight to the Baku subway — in the middle of a hot summer day.

As commuters moved through crowded underground stations, they were greeted by graceful, smiling Camay Flower-Girls — young brand ambassadors dressed in elegant floral-themed outfits, offering free samples of the new deodorants. The surprise of encountering a soft, delicate fragrance in the heat and humidity made the moment not only memorable, but emotionally uplifting.

The fragrance stood out dramatically against the backdrop of heat, rush, and routine — precisely because of the contrast. The audience wasn’t just told about freshness. They felt it. Right when they needed it most.

To extend the campaign digitally, we created a dedicated microsite featuring the full Camay Flower Collection. Users could explore the product range, discover fragrance stories, and locate nearby retail points. A rich media banner campaign supported the launch with eye-catching visuals and click-throughs to the site, enhancing reach and frequency across the web.