Air Wick One Square Foot

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.

CD/CW: E Slody ACD Art Director: Fernando Mattei ACD/CW: Rich Douek Agency: Havas NY

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.

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.