e-Scents

The gaming industry spends billions crafting immersive experiences but no one had ever recreated the smell of games. Until now. Air Wick, known for nature-inspired scents, tapped into the lush virtual worlds of gaming to create e-Scents: exclusive diffusers inspired by iconic in-game trees. Designed for gamers’ rooms, the plug-and-play trees release fragrance during gameplay, intensifying as players venture deeper into the forest. Aimed at younger audiences who saw Air Wick as just “bathroom spray,” e-Scents proved the brand can create out-of-this-world scents, literally.

Air Wick

e-Scents

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Client : Air Wick

Agency : BETC Havas São Paulo

Marcelo Bruzzesi (VP) / Alexandre Vilela (Xã)

CD : Juliano Almeida / Melissa Pottker / Paula Junqueira / Leandro Lourenção / Luiz Gimenes / Flavio Tamashiro

Fabio Noremberg / Ignacio Carelli / Marconi Filho / Vinícius Oliveira / Melissa Vaz / Kaue Fregolon / Kaynã Michelin

Awards

2 x Shortlist in Brand Experience & Activation and Direct - El Ojo de Iberoamérica 2024

Bronze in Innovación en Gaming y Entretenimiento - FIAP 2024