Earl of East: Scents of Normality campaign

Category: Advertising Craft, Writing; Entered by: Uncommon Creative Studio

At the start of the first UK lockdown, Uncommon Creative Studio collaborated with Earl of East to create a limited-edition candle series called Scents of Normality, which aimed to evoke the scents of some of the nation’s favourite hangouts: The Local, The Cinema, and The Festival. 

Sales from the candles went to raise money for the charity Hospitality Action, which was supporting those in the hospitality industry affected by closures due to the pandemic. 

Using witty copy, the packaging of the candles reveals how each scent reflects the -environment of these much-missed everyday places. The text is accompanied with imagery from illustrators including Lan Truong, who captures a hazy summer festival; Thomas Hedger, who reflects the relatable grubbiness of the everyday local pub; and Victoria Sieczka, who colourfully evokes the spilt-popcorn stickiness of a trip to the cinema.

The playful descriptions of each candle also ran as poster/print ads in an effort to raise awareness and continue to encourage donations to Hospitality Action’s appeal.

Creative Studio: Uncommon Creative Studio
Client: Earl of East
Charity Partner:
Hospitality Action
Photographer: Catherine Losing
Illustrators: Lan Truong, Thomas Hedger, Victoria Sieczka
Printers: Tod