Our goal was to create a mass targeted project that is solely online with no ATL ties, which would reinforce the new product launch of the deodorant brand 8x4, the packaging of which was designed by the famous graffiti artist Jackdaw. Perspiration is a big issue that most people do not like to talk about. Projects concerning it are therefore found to be repulsive and are not shared via social media very much. Therefore our aim was to come up with a campaign that would garner acclaim, share-worthiness and provide an overall increase in sales. So we decided to turn the Galata Tower into a huge 8x4 bottle!