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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.

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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