Air Wick Captures the Scents of Individual Homes for the Seniors Who Are Leaving Them

Here are a few fun facts about our sense of smell: The human nose can detect at least 1 trillion distinct scents. Among the most pleasant are vanilla, citrus, cinnamon, crayons and cookies, say researchers. The nose also recognizes the smell of home, claims this holiday video from Droga5 for Air Wick, whose perfumers custom-created candles to make downsizing less painful for older folks. In the three stories presented in the digital campaign, dubbed "The Gift of Home," residents leave homes where they've been entrenched for decades. One, 76-year-old Simon Saltzman of Chatham, N.J., is moving to be closer to relatives after the death of his wife. He's selling the house with its cozy living room, where the couple used to sip tea by the fire. What if he could take another memory with him, this one olfactory? As a housewarming present for his new apartment, Air Wick's lab-coated specialists used ginger, honeysuckle, lilac and wood to make a special candle just for him. His reaction shows the brand got it right. There's a fine line between sweet and saccharine, and at this time of year, we're bombarded with the latter in advertising and branded short films. Air Wick manages to be moving without veering into maudlin territory, with an able assist from director Zachary Heinzerling (Oscar-nominated for Cutie and the Boxer). A portion of Air Wick's profits will go to its partner in the campaign, Habitat for Humanity International, in the form of a $250,000 donation to families in need. Last year, and also for the holidays, Air Wick sent the scent of home to a soldier overseas, also with help from Droga5. 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

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Air Wick Captures the Scents of Individual Homes for the Seniors Who Are Leaving Them

The nose knows its roses

T.L. Stanley

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T.L. Stanley