An idea I just love :)

Client: Australian RSL
A scent steeped in schnitty, sweat, and service.

There’s a certain smell that hits you the moment you walk into an RSL. It’s unmistakable. A cocktail of bar mats, bistro buffets, cheap cologne, carpet shampoo, and the faint buzz of the pokies room. It’s the smell of stories. Of Saturday arvos. Of service and sacrifice.

Introducing Smell of the RSL — a tongue-in-cheek cologne created to raise funds and awareness for returned veterans.
Crafted with nostalgic notes and sold exclusively in RSL clubs around Australia, this limited-edition fragrance is our way of bottling the essence of mateship — and doing some good while we’re at it.

Backed by Aussie sporting legends and proudly poking fun at itself, this campaign combines humour with heart to support the veterans who’ve given their all.

Because every RSL has a scent.
Now it has a purpose too.

Smell of the RSL
Service. Mateship. Eau de Legacy.