Scents trigger powerful memories and that dynamic is used to great advantage for families who are leaving their long-time homes. Directed by Zachary Heinzerling (a Best Feature Documentary Oscar nominee for Cutie and the Boxer) and conceived by a creative team at Droga5, this short online film–titled Give the Gift of Home–follows three families about to transition from a beloved residence to new accommodations. They do so having left a piece of them back at their original abodes. But Air Wick gives them a special “Gift of Home,” devising special scents synonymous with their sentimental, life-shaping roosts.
This year’s “Gift of Home” campaign is especially meaningful with a charitable partnership between Habitat for Humanity International and Air Wick. During the holiday season, Air Wick is donating $250,000 through a portion of its profits to benefit families in partnership with Habitat for Humanity International.
Credits
Client Reckitt Benckiser/Air Wick Agency Droga 5, New York David Droga, creative chairman; Ted Royer, chief creative officer; Tim Gordon, Nick Klinkert, group creative directors; Craig Gerringer, Nic Bauman, copywriters; Conner Tobiason, Sean Park, art directors; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Topher Lorette, group integrated production manager; Leah Donnenberg, producer; Jonny Bauer, global chief strategy officer; Jonathan Gadd, group strategy director; Deaglan McFarland, strategy director; Danielle Travers, sr. brand strategist; Graham Jones, brand strategist; Calvin Stowell, sr. social strategist; Samantha Deevy, comms. strategy director; Brynn Little sr. comms strategist; Lily Ng, data strategy director. Production Ways & Means Zachary Heinzerling, director; Stuart Winecoff, DP; Lana Kim, Jett Steiger, exec producers; Lia Mayer-Sommer, producer. Editorial Cut + Run New York Akiko Iwakawa, editor; Joe Simmons, assistant editor; Rana Martin, exec producer; Ellen Lavery, producer. Postproduction Roma VFX Vincent Roma, Flame artist. Music Martin Crane Audio Sonic Union Rob McIver, mixer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
