Familiar smells

Air Wick keeps memories of home alive in candles.

You know how every home that isn’t your own has its own distinct smell? Not a bad smell, necessarily, just an aroma that’s all its own? Well, if any brand is able to recreate that, it’s Air Wick, and it recently put those skills to good use for this year’s holiday campaign.

Smell is also the sense most closely tied to memory, so the brand is helping a few people preserve those memories after they leave the place where they created them.¬†Working with Droga5, Air Wick found three different homes whose owners were moving away, either to be closer to family after the death of a spouse or to simply downsize after the kids move out. The company’s perfumers recreated the smells in candles and sent them to each of the old owners in their new homes. The process and surprise was captured in a spot that manages to be sentimental without laying it on too thick and having an obvious connection to the company. As part of its overall holiday campaign, Air Wick is also giving a portion of its proceeds during the season to Habitat for Humanity.

The campaign is similar to what Air Wick did for the holidays last year, sending the “scent of home” to a soldier oversees with things like apple pie and baseball gloves.


Brand: Air Wick
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



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