Air Wick Super Bloom Park
Wildflowers are in danger. Across the US, their populations are in a state of decline. And in the last 13 years, we’ve lost over 33 million acres of native wildflowers and grasslands in the Great Plains alone. So, Air Wick is creating a superbloom– a phenomenon in nature where millions of square feet of wildflowers bloom at once – by pledging to plant one billion square feet of wildflowers in the Northern Great Plains. Because, without wildflowers, we wouldn’t have pollinators, and without pollinators, 80% of the entire world’s food crops would be in jeopardy. Yikes.
To kick it off, we created the One Square Foot Superbloom Park as the ceremonial first square foot of this superbloom, and the park opened in Santa Monica. All to encourage people to share a picture of any wildflower and tag it with #squarefootsuperbloom. And when they do, @Airwick and @WWF will plant one square foot of wildflowers for them. Within days, people everywhere started sharing. We saw thousands of hashtag uses on IG, over 7.3 million hashtag views on TikTok, and countless influencers getting involved. The campaign is responsible for over 214 million media impressions, and it set the stage for a massive reseeding effort that will help restore the ecosystems of the Great Plains to glory.
And it all started with just one square foot.
CD/CW: E Slody
ACD/Art Director: Mike Lubrano
ACD/CW: Alex Basak
Agency: Havas NY
