2026 Winner

Selling a product defined by what it doesn’t do can be a challenge, but “Low Odour” leaned into it. Instead of showcasing transformation, Rust-Oleum made smell the story, introducing a giant, hyper-realistic nose as the campaign’s unlikely hero. The character moved through everyday environments, reacting to scents and ultimately choosing low-odour paint, turning an invisible benefit into something tangible and entertaining. Supported by TV, digital and guerrilla placements, the work flipped category conventions by focusing on the air, not the surface. The distinctive approach resonated, driving a 69% increase in sales and making a modest product claim feel like a major innovation.

Credits

Agency: AndSo
Jake Bogoch - ECD
Shawn Topp - Executive Director, Strategy
Dario Ljutic - Design Director
Jon Guy - Art Director
Jason Perdue - Copywriter

Production: The Deli
Executive Producer/Client Manager: Cynthia Heyd
Director: Paul Constantakis
Line producer: Dale Giffen
Editor: Ross Birchall
Online: Darling VFX
Audio: TA2
Director: Drew Frohman
TA2 producer: Christine Leslie
Costume build: Gaslight Studio