Agency: Havas
Client: Air Wick
Campaign: One Square Foot
Delivered: Real-world sustainability program, Worlds’ smallest WWF park, product development, community outreach, TV commercials, social campaign, PR campaign, retail campaign
It’s a rare opportunity to do work that actually makes the world a better place. So when Air Wick asked my team to help bring our global platform “Connect to Nature” to life through positive action, we threw our heart and soul into creating the One Square Foot project.
America has lost over 33 million square feet of wildflowers in the last decade. At this rate, the country will face a severe downturn in the bird and insect population that pollinates our food resources. No birds. No bees. No food. To help prevent this from happening we created a sustainability program that will re-seed over 1 Billion square feet of natural wildflower habitats in the Great Plains and local communities. The spot below is one of our TV commercials we create to raise awareness and drive participation. We used stop animation to create an organic feel for our campaign and used natural-base paints, recycled paper and reclaimed materials to create our puppets and sets.
For a real world extension we worked with the WWE to create the World’s smallest WWF certified park in Santa Monica called Super Bloom Park. The park was only one square foot in size but generated a huge amount of earned media for our Great Plains re-seeding program by garnering over 7.3 million hashtag views on TikTok, and over 214 million media impressions.
For our social campaign we created one square foot planter boxes and mailed them to social influencers, celebrities and community leaders.
We also created Air Wick’s first set of home fragrances crafted with responsibly sourced ingredients (Botanica) and a new line of fragrances that celebrate the joy of native wildflowers that helped fund our re-seeding program.
So far the campaign is a huge success for the brand and wildflowers across the country. It created media/consumer attention to our cause, new products and an internal process for Air Wick to help the world become a better place one square foot at a time.