Air Wick: One Square Foot

Without wildflowers, Air Wick would not be able to source the natural ingredients that help create their fragrances - and they wanted to act to conserve them. They needed a way to not only highlight their partnership with WWF, but mobilize the entire world to help protect and plant new wildflower habitats. Our answer? Cover the world with wildflowers, One Square Foot at a time.

Partnering with the puppeteers at London’s BlinkInk, we used paper and natural materials, spent over 200 hours on set design, 150 hours of paper folding, 100 hours of stop-motion cinematography and created 25 puppets to bring the spot to life.

We also worked with our clients to create Air Wick’s first set of home fragrances crafted with responsibly sourced ingredients and a new line of fragrances that celebrate the joy of native wildflowers. Profits from our products funded a reseeding program we created with the WWF across the US Great Plains.

To start our social campaign we created one square foot planter boxes and mailed them to social influencers, celebrities and community leaders.

Overall the campaign was a huge success for the brand and wildflowers across the country. It created new products and internal processes for Air Wick and its parent company Reckitt to make better products and help the world become a better place one square foot at a time.