# Oversized Knitted Walls Brastemp Fabric Freshener Ads Reveal Hidden Odors By Elsa Blaine | Published 2009-04-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fabric-freshener-brastemp References: [advertolog](http://www.advertolog.com/paedia/prints/2009/04/09/299622/) These [creative Brazilian ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign) for Brastemp’s fabric freshener Prêt-a-Porter uses extreme close-up views of [nasty odors concealed](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign) in oversized fabrics and the message "Free your clothes form odors." Hiding within a massive knitted and woven wall of wool are the offenders: a woman with a spray of incense sticks, a cook frying eggs and a man in spats smoking a cigar. Place your clothes in a Brastemp Prêt-a-Porter [fabric refresher](https://www.trendhunter.com/trends/downy-rinse-and-refresh) and they will be liberated from the smells. These amusing ads were created by ad agency DM9 DDB in Brazil under the art direction of Cicero Souza. Photographer Rodrigo Riberio gets credit for the fantastic images. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 36% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Extreme Close-up Advertising:** Opportunity for brands to create impactful ads by using extreme close-up views to reveal hidden aspects of their products or services. - **Sensory Marketing:** Brands can leverage the sense of smell in advertising to create a memorable and immersive experience for consumers. - **Oversized Visuals:** Using oversized props or visuals in advertising can capture attention and create a unique brand identity. ### Sectors Adopting This - **Home Care:** Home care brands can explore innovative ways to highlight the effectiveness of their products in eliminating odors or refreshing fabrics. - **Fashion:** Fashion brands can consider incorporating creative fabric freshener solutions as an added value in their products or marketing campaigns. - **Advertising:** Advertising agencies can experiment with unconventional advertising techniques like extreme close-up views and oversized props to create impactful campaigns. ## Related on Trend Hunter - [Fragrance-Defusing Hanger Designs](https://www.trendhunter.com/trends/ploud-hanger.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Fragrance-Heavy Laundry Products](https://www.trendhunter.com/trends/snif.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md) - [Grandmotherly Laundry Campaigns](https://www.trendhunter.com/trends/abuela-tag-reader.md) - [Naturally Inspired Fabric Softeners](https://www.trendhunter.com/trends/fabric-conditioners.md) - [No-Odor Winter Detergent](https://www.trendhunter.com/trends/pg-korea.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md)