Deodorant brand Sure has unveiled a bizarre out-of-home campaign in London offering passers-by the chance to interact with “sniffable” billboards.

Crafted by creative agency AMV BBDO, the cheeky activation asks members of the public to variously ‘smell this bunda’ (a colloquialism for backside) or even to ‘sniff these meatballs’.

The work forms part of a new product launch by the Unilever-owned firm, which is releasing a ‘whole body deodorant’ – in what the brand is calling a ‘UK first for the category’.

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Alice Duffill, senior brand manager Sure UK&I said: “The Sure research found that 67% of the UK admit to fearing B.O. as a result of sweating so we’re proud to launch a UK-first product to help Brits feel confident in their bodies.

“The billboard has received great engagement and we’re encouraging Brits to go down and take the smell test for themselves.”

According to Sure, the campaign is inspired by research that indicates as many as two-thirds of Brits use an underarm deodorant on other parts of their body, with the out-of-home creative pay ode to the ‘unusual places’ that people will be able spray their deodorant using the new range.