Proactive Activation Idea
The pandemic was in full swing but the 2021 Super Bowl was still happening… with none of its super fans present. So I came up with this proactive idea for Air Wick. Because this was the year die-hard fans will be missing the sights, the sounds, and most of all, the smells…ALL the smells: the wafts of freshly cut grass, the haze of spilled beer, the aroma of plastic seats, the mud, the overpriced nachos, the sweat of your allies, the fear of you rivals.he saddening scent of a missed field goal and the arousing aroma of a game winning touchdown.
Let’s have Air Wick bring them all what they’re missing. Although this idea fell through the production cracks, it still stands as a solid, buzz-worthy activation with a strong strategy and launch plan to back it up.
