The Mask that Makes You Smile


Air Plus+ Smart Masks – Singapore Technologies

What we did:

Value Proposition 

Creative campaign


AIR+ Smart Masks is one of the most innovative N95 masks available. AIR+ Smart Masks turned to Alchemy to launch their brand in Hong Kong, China and Taiwan. The innovative Air+ Smart Mask has a built in mini-fan which ensures a fresh air-flow, whilst filtering out the smallest of particles and pathogens. This air-flow makes it the most breathable and comfortable N95 mask available. The key challenge was to develop a creative solution and platform that demonstrated the unique benefits that this ventilated face mask provides.

The campaign was to run in print and outdoor advertising, which made demonstrating the product’s effectiveness difficult as the mask necessarily covers up users faces and importantly, their smiles. The solution was to focus on the wearers’ smiling eyes to show their appreciation. Hence the counterintuative brand proposition ‘The Mask That Makes You Smile’.

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