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Droga5 Captures the Scent of Home in Air WIck 'Give the Gift of Home'

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There's 'nose' place like home in emotional film that recreates familiar scents in the lab

Droga5 Captures the Scent of Home in Air WIck 'Give the Gift of Home'

Today, Air Wick®, announces the launch of its Give the Gift of Home campaign created to celebrate the role of scent and memories through the brand’s new Life Scents™ holiday collection. 

At the heart of the campaign is a short film directed by Academy Award-nominated Zachary Heinzerling that aims to Give the Gift of Home to those missing it most this holiday season – seniors and their families – who are beginning a new chapter in their new home. The film helps capture the meaningful connection between scent and memories. 

Every home tells a story and the true scents within can trigger powerful memories that last a lifetime. Inspired by the power of scent in the home and the important family connections that go along with it, the heartwarming short film follows three families from around the world that are starting a new journey as the holidays approach.  In their new adventure, families discover that their cherished memories and the synonymous scents from their old homes aren’t left behind as they are presented with a special “Gift of Home” delivery from Air Wick—a personalized candle that incorporates fragrance notes from memories in their home. 

“Home is central to the holiday experience so we wanted to create something that resonates with families around the world who are celebrating somewhere new this year,” said Maureen Valdes, Marketing Director, RB. “Through the Give the Gift of Home Campaign and our new limited edition fragrances we want to remind our consumers, that this festive holiday season, Home is really in the Air.”

In addition, Air Wick is extending the impact through a charitable partnership with Habitat for Humanity International®.  During the holiday season, Air Wick is donating $250,000 through a portion of its profits to benefit families in partnership with Habitat for Humanity International.

“We saw this opportunity with Air Wick as a great partnership for us at Habitat for Humanity to align with a like-minded corporate partner,” said Colleen Finn Ridenhour, Deputy Director of Corporate and Foundation Relations, Habitat for Humanity International. “Through this partnership, we look forward to building the gift of home and providing a foundation to build brighter futures alongside Habitat partner families this holiday season.”

This season, Air Wick created new holiday fragrances that remind us of our favorite memories at home. The Life Scents holiday collection features the first constantly changing fragrances that mimic real life experiences. Scents like Spiced Apple Crumble, Snowflake Vanilla Cookie, Emerald Woodland and Berry Cool Winter are available in a variety of formats including candles, plug in refills and Freshmatic® Auto Spray Refills and will help families tell the story of their homes this holiday season. 

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Advertiser: Air Wick

Post Production / VFX

Flame Artists: Vincent Roma

Post Production Company: Roma VFX

Creative Agency

Art Director: Connie Tobiason, Sean Park

Chairman: David Droga

Chief Creative Officer: Ted Royer

Copywriter: Craig Gerringer, Nic Bauman

Creative Agency: Droga5

Group Creative Director: Tim Gordon, Nick Klinkert

Head of TV / Production: Ben Davies

Producer: Lean Donnenberg

Strategy Director: Deaglan McFarland

Brand Strategist: Graham Jones

Comms Strategy Director: Samantha Deevy

Data Strategy Director: Lily Ng

Global Chief Strategy Officer: Jonny Bauer

Group Integrated Production Manager: Topher Lorette

Sr. Brand Strategist: Danielle Travers

Sr. Social Strategist: Calvin Stowell

Production Company

Director: Zachary Heinzerling

DOP: Stuart Winecoff

Executive Producer: Lana Kim, Jett Steiger

Producer: Lia Mayer-Sommer

Production Company: Ways & Means


Music Supervision: Martin Crane

Sound Design: Sonic Union

Sound Mix: Rob McIver


Edit Assistant: Joe Simmons

Edit Company: Cut & Run New York

Editor: Akiko Iwakawa

Producer: Ellen Lavery

Categories: Home, Air Fresheners

Droga5 New York, Tue, 10 Nov 2015 16:03:00 GMT