Havas London partners with Air Wick for 'Brains in Bloom' campaign enabling people to see what they smell
RB air care brand Air Wick has today launched a new marketing campaign extolling the mood-enhancing powers of essential oils. Brains in Bloom, created by Havas London, uses CGI to visualise ‘how calm feels’ and promotes Air Wick’s aromatherapy-at-home range, Essential Mist.
The range offers affordable, pre-blended essential oils at the click of a switch, making the benefits of aromatherapy mainstream and accessible to all. The TVC, set to Tchaikovsky’s Waltz of the Flowers, dramatises the remarkable effect scent can have on your emotions – with the agency working with a leading neuroscientist to guide the creation of the vibrant, blossoming CGI.
The campaign, which includes TV and digital executions, was created by Rosie May Bird Smith and Lyndarn Harrison and creatively directed by Elliot Harris at Havas London. The spot was brought to life by creative production studio Mainframe, best-known for its transfixing CGI creations for the likes of the Virgin Media, Channel 5 and the BBC, for which it created some of its most recent BBC2 idents.
Chris Dunne, category manager at RB says: “In a world where we are under increasing pressure to be ‘always on’, looking after our wellbeing is more important than ever. With people spending more time at home, Air Wick Essential Mist offers the mood-enhancing benefits of essential oils in a way that’s accessible to all – without the faff or the high price point.”
Rosie Bird Smith, creative at Havas London adds: "Metaphors for scent in advertising are an antiquated trope, so instead of merely telling the audience how scent can affect us, we wanted to actually show them. For the first time, we wanted to show the public the ‘brain in bloom’ – a visual interpretation of the power of scent. By working with a renowned neurologist and talented CGI artists, we combined art with science and have ended up with something rather beautiful."