Racing is a sport that involves all the senses.
Creating a men's and women's fragrance bottling the scent of racing for Sunoco was an idea most thought was completely ridiculous. Not us, or Sunoco.
Burnt Rubber was born. (Pronounced "Rubear.")
We spoofed fragrance style TV spots with well known drivers from each sanction. Jimmie Johnson for NASCAR, Graham Rahal for Indy and Courtney Force for the NHRA.
Nascar awarded Sunoco "Marketer of the Year" for this effort. The press they received in Uncrate, Sports Illustrated, GQ, Elle and dozens of fashion magazines was unprecedented.
We followed up the next year with the "Sounds of Racing."
Both campaigns have won both national and regional awards.