8. Airthings - Air Refresh

SInce most air fresheners contain harmful chemicals, Airthings has developed a new product to freshen air in your home, pure bottled mountain air. And they’ve earned a top 10 spot in the 2022 StandUp23!



Entertainment Value 67%
Quality of Execution 73%
Opportunistic Absurdity 80%
Brand Relevance 77%
Cultural Impact Potential 73%

Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company?

Cultural Impact – To what extent can the underlying concept serve to unify and align staff around optimal strategy and culture?

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

Stand-Up Strategist can help your business harness humor and creativity as the engine for strong growth, internal alignment and expanded relevance.