The Bitmama advertising agency based in Milan and Turin with clients such as Kinder and Ferrero, Nivea, Trussardi and many other prominent names like AIR WICK (a leader in the world of home fragrances), took advantage of Creitalia’s interior design skills to help create a promotional campaign for AIR WICK in 2013. The campaign’s goal was to move AIR WICK from a functional product to an emotional one. The concept was that AIR WICK doesn’t create fragrances, but atmospheres for your home.

Creitalia was asked to create four living room environments with specific design styles to demonstrate Andrea Castrignano’s furnishing and decor suggestions inspired by the emotions created by AIR WICK fragrances. For each of the four living rooms there are three variations. For example, the modern living room has “neutral”, “relaxing” and “energetic”. The relaxing and energetic variations highlight how simple changes in decor and color combined with scents can completely change the feeling of a space. The living rooms were featured on the AIR WICK Italy website during the campaign. Users would choose a style and emotion, and be able to toggle between neutral (prima) and the chosen emotion (dopo), and read tips from Andrea Castrignano about how to create that emotion. Users could also enter a contest to win € 10,000, by posting before and after pictures of their own homes on Instagram.