Challenge: Every year Fitzroy strives to launch a new, own product at its renowned annual bash.
Insight: We want to do good by supporting charities. We specifically want to highlight the lies of the tobacco industry.
Idea: Smelly scented smells that smell like children's sweat, plastic soup and cigarette smoke.
Jur Baart: 'Child labor, excessive use of plastic and an industry that deliberately keeps people addicted. These are certainly not new problems, but they are so important that we should not get used to them. Our candles are a stinking memory of these scandals.