Butterflies in the Stomach

The Challenge:
Super-Pharm, Israel’s leading drugstore chain, runs 2–3 major holiday sales annually, aiming to establish perfume as the go-to emotional gift. But in a cluttered seasonal retail space where fragrance ads often blur together, how could Super-Pharm elevate its offering with both emotional storytelling and hard-selling effectiveness?

The Insight:
Fragrance isn’t just a product—it’s an emotional trigger. Scents evoke joy, memory, love, even heartbreak. And gifting perfume is about sharing those emotions in a beautifully intimate way.

The Creative Idea:
To capture the emotional complexity of perfume, we turned to performance art and poetic visual storytelling. Collaborating with the acclaimed Inbal Pinto and Avshalom Pollak Dance Company, we created a surreal, sensual world where emotion was choreographed as movement—illustrating how scent can literally make your stomach flutter, your mind swirl, and your heart race.

Execution:

• The campaign featured a striking presenter, visually styled to reflect the emotional power of fragrance—a first for the brand.

• Artistic visuals blended fashion photography, botanical illustration, and collage techniques, giving each frame a dreamlike, hyper-emotional tone.

• The TV spot integrated dance and emotion-driven storytelling, while print and digital components showcased four hero perfumes, each with its own mood, visual language, and emotional hook.

• All assets clearly displayed the bold sale price, ensuring a strong retail call to action without compromising elegance or mood.

• The campaign extended across a 360° media plan, including TV, print, online video, social, and POS materials.

Outcome:
The campaign successfully bridged art and commerce—delivering a hard-sell message that still looked and felt like a high-end perfume ad. By pairing bold pricing with emotionally rich storytelling and editorial visuals, Super-Pharm positioned itself as not just a retailer—but a meaningful gift destination for the holidays.