Last December Droga5 launched “Home is in the Air,” for Air Wick, its first work for the brand since adding it to its client roster that May. Now the agency has rolled out a new digital campaign for Air Wick which takes a similarly emotional approach, even retaining the same tagline, entitled “The Gift of Home.”
Like “Home is in the Air,” the agency’s new effort features an Air Wick perfumer crafting custom scents. But while “Home is in the Air” attempted to recreate the smells of home for a servicemen stationed overseas, “The Gift of Home” attempts to capture the scents long-associated with homes for a series of elderly people moving out of their longtime dwellings. For one couple moving to an apartment it’s the smell of mulled wine, for a man who recently lost his wife and moved in with family it’s the scent of ginger tea. At any rate, the video shows the scent crafters at Air Wick were able to create fragrances that accurately captured the scent of home for the parties involved. In a nice touch, the brand is extending its “The Gift of Home” theme by donating $250,000 to Habitat for Humanity.
While perhaps a tad longer than needed, “The Gift of Home,” which was directed by Zachary Heinzerling, handles its subject fairly well. The ad manages to touch on the emotional aspects of home while largely avoiding becoming to treacly in its sentimentality. It also shows the brand offering people making a real emotional connection with the brand (albeit through a product not offered commercially), displaying its value for not just covering up scents but creating an atmosphere and sense of home.
Credits:
Client: Air Wick
Campaign: Give the Gift of Home
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Tim Gordon
Group Creative Director: Nick Klinkert
Copywriter: Craig Gerringer
Art Director: Conner Tobiason
Copywriter: Nic Bauman
Art Director: Sean Park
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Group Integrated Production Manager: Topher Lorette
Producer: Leah Donnenberg
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Jonathan Gadd
Strategy Director: Deaglan McFarland
Sr. Brand Strategist: Danielle Travers
Brand Strategist: Graham Jones
Sr. Social Strategist: Calvin Stowell
Comms Strategy Director: Samantha Deevy
Sr. Comms Strategist: Bryn Little
Data Strategy Director: Lily Ng
Group Account Director: Angela Kosniewski
Account Director: Michelle Feeley
Account Manager: Sara Fletcher
Account Manager: Trace Schlenker
Project Manager: Andrea Verenes
Client: Reckitt Benckiser
General Manager, US Marketing: Christopher Tedesco
Marketing Director: Maureen Valdes
Sr. Brand Manager: Heather Santos
Brand Manager: Harish Phadke
Production Company: Ways & Means
Director: Zachary Heinzerling
DOP: Stuart Winecoff
Executive Producer: Lana Kim
Executive Producer: Jett Steiger
Producer: Lia Mayer-Sommer
Editorial: Cut & Run New York
Editor: Akiko Iwakawa
Assistant Editor: Joe Simmons
Executive Producer: Rana Martin
Producer: Ellen Lavery
Post Production: Roma VFX
Flame Artist: Vincent Roma
Music: Martin Crane
Sound: Sonic Union
Mixer: Rob McIver