Air Wick: Home is in the Air

  • In December 2014, Droga5 launched the agency’s first work for Air Wick® under the new global strategic and creative platform, “Home is in the Air™.” For the initial activation, the agency documented one family, the Fellers, as they captured the scents of their home and sent it abroad to their father/husband, Kearen, who is serving our country in Qatar. From a broken-in family baseball glove to a crackling, cozy family fire and a fresh baked apple pie from a family recipe, all these treasures were captured to create a custom Feller family candle collection. They were then sent as a surprise to Kearen in Qatar, for an emotional and intimate reminder of home. The campaign was supported by integrated communications in Europe and North America and expanded globally through 2015.

  • Home Is

  • For the next chapter of the Air Wick® “Home is in the Air™” campaign, Air Wick and Droga5 celebrated how scent tells a story about a home all on its own. We shot a two-minute film completely from the perspective of the air, taking viewers on a journey through the home that it helps tie together. To mimic the feeling of air, we partnered with Academy Award nominated Director of Photography, Linus Sandgren, and employed custom camera set-ups and baroscopic lens to move through spaces in one continuous shot.

    The result was a cinematic piece that bucked category conventions and illustrated the important role that scent has in turning a house into a home.

  • Give the Gift of Home

  • Air Wick and Droga5 kicked off the 2015 holiday season by adding another poignant chapter to our “Home is in the Air™” campaign. Scent is one of the most powerful triggers of memory. We reached out to families who are downsizing and, using the power of scent, helped them transition into their new homes. Air Wick® perfumers crafted custom-scented candles to serve as a fragrant memento of family gatherings, spring gardens and fireside rituals.

    We partnered with Academy Award nominated director Zachary Heinzerling to bring the stories to life. The film will be heavily promoted in Europe and North America.