Air Wick

WE TURNED THE POWER OF SCENT INTO AN EMOTIONAL BRIDGE BETWEEN MEMORIES, HOME AND THE PEOPLE WE LOVE.

In Mexico, there is a belief that, for one night, souls find their way back home, guided by scents. To launch Air Wick’s limited-edition Day of the Dead range, featuring cempasúchil and pan de muertos fragrances, we transformed a functional benefit into an emotional tribute. In partnership with illustrator Luis Pinto and to the sound of ‘Amor Eterno’, we created an integrated campaign based on a question: what if a scent could take you back home? A project that transformed olfactory memory into brand recognition, product trial and a connection with Mexican families.