Havas agency HOY BUE, together with ATMA, has created the 'Billboard Taster', an interactive activation carried out in Argentina shopping malls to detect the early symptoms of Covid-19. 

What could be seen on the shopping malls’ screens seemed to be nothing more than a simple advertisement. But in reality, the posters emanate the smell of the photo (freshly prepared toast, coffee, orange juice). If the person did not notice the smell, they are prompted to immediately contact the WhatsApp line of the National Ministry of Health.

María Luján Donaire (Malu), creative director of HOY BUE, commented: "We are very happy to generate projects alongside our clients, which apart from helping build their brands, generate a relevant contribution to the community. How important it is amid the arrival of the second wave, to be able to collaborate with care. It is a pleasure to work with committed clients such as ATMA.

"With this idea we found the opportunity to communicate Atma products in high traffic places, in an interactive and innovative way, adding the social commitment that the brand has," expressed Jimena Alcibar, brand manager of Atma. "Last year with ATMA we carried out Containers that Contain Us, an action that allowed us to be close to healthcare workers. This time, we seek to promote early detection."

The loss of smell is one of the most characteristic symptoms of the virus, so the brand invited people to be much more attentive to them and, at the same time, appeals to collective responsibility in those places on public places where we must take much more care of ourselves.