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.
e-SCENTS
VP Creative Directors: Alexandre Vilela (Xã) and Marcelo Bruzzesi.
Creative Directors: Juliano Almeida, Melissa Pottker, Paula Junqueira, Leandro Lourenção, Luiz Gimenes (Libra) and Flavio Tamashiro.
Creative Team: Fabio Noremberg, Ignacio Carelli, Marconi Filho, Vinícius Oliveira, Melissa Vaz, Kaue Fregolon and Kaynã Michelin.