The Drum Awards for Marketing - Extended Deadline

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Agency: Havas
Client: Airwick
Date: Mar 2021
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With the UK in lockdown, a pandemic still raging and the prospect of months before things begin to return to some kind of normality, it’s fair to say that everyday life can be a bit stressful at the moment. With that in mind, RB air care brand Air Wick has today set out to introduce a natural moment of calm into ad breaks up and down the country – with a meditative TV spot that encourages viewers to breathe along with it in time.

Created by Havas London, the soothing spot aims to harness the power of nature to transform people’s moods. It is set to a sparse, ASMR-inspired soundscape of a woman calmly inhaling and exhaling amidst the gentle sounds of nature – with a series of CGI flowers appearing to ‘breathe’ in and out in sync.

30 and 20-second versions will run across TV and online, with 10-second cutdowns targeting people on social media, aiming to offer a small moment of respite from their otherwise noisy newsfeeds. Additional in-store activations are also planned.

Credits

Client:

Rita Cunha, Category Manager, Air Wick

Charlie Lailey, Brand Manager, Air Wick

Creative agency: Havas London

ECD: Elliot Harris

Creative director: Nick Rowland

Creative: Lyndarn Harrison

Business director: Carolyn Young

Account director: Patrick Dedman

Account manager: Nicole Burgess

Agency producer (film): Sarah Sharp

Assistant agency producer (film): Nikola Oksiutycz

Agency producer (print & digital): Flavia Casa

Group strategy director: Becky Taylor Wilkinson

Senior strategist: Flo Sharp

Media Planning: Zenith

Production company: NERD Productions

Executive producer: Milana Karaica

Director: Peter S

Designer: Sarah Butler, Laura Bazille

Post-production: Absolute Post

Narrator: Sophia Di Martino

Audio post-production: Jungle Studios

Sound Engineer: Ben Leeves