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

The nose knows its roses

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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

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.