The latest issue of V features supermodels including Lily Donaldson and Eniko Mihalik with strategically placed logos that can be scratched-off. Knowing human nature well, these limited-edition covers are only available on V’s website to avoid the whole scratching before purchase issue.
If you are going to do something do it well – this stunt being a near perfect execution of a scratch and sniff cinema from the Jelly Mongers AKA Bompas & Par.
The UK’s first Scratch ‘n’ Sniff Cinema showing Peter Greenaway’s classic, The Cook, The Thief, His Wife and Her Lover opened for Valentine’s Day this year. Bompas & Parr created aromas including ‘rotting meat’ and ‘dusty books’ that captured the scent of key moments of Greenaway’s film. These aromas were micro-encapsulated and printed onto special scratch ‘n’ sniff cards for everyone in the audience.