Outdoor Campaign Gets Down to Roachville

TBWA \ South Africa’s Roachville is the first campaign I’d like to feature on the blog. It made me smile and I think it has all the features needed to be effective.

Why it Works

The campaign is consistent with the company’s marketing communication strategy. From the brief below, you can see Doom Fogger intended to position their bug spray as one that “gets to where they live.” Apart from printing those exact words on walls in capital letters, the agency executed a creative outdoor campaign that grabs people’s interest and shows roaches living in different humanized environments. Of course, if you were having a roach problem, you would want a bug spray that gets into their living room and them out of yours.

TBWA Hunt Lascaris Johannesburg’s brief was to conceptualise an outdoor campaign that illustrates that Doom Fogger gets into every nook and cranny, killing insects before they get too comfortable. Using cracks on outdoor walls, they created a make-believe world, showing cockroaches in different environments. This was achieved by creating miniature furniture and using actual cockroaches to depict real life scenarios inside the cracks.

Advertising Agency: TBWAHuntLascaris Johannesburg, South Africa
Executive Creative Directors: Adam Livesey, Matthew Brink
Creative Director: Justin Wright
Art Director: Sifiso Nkabinde
Copywriter: Thokozani Mashigo
Artistic Model Directors: Russell Scott, Chris Drake
Account Director: Nobesuthu Cele
Agency Producer: Sharon Cvetkovski
Photographer: Russell Scott
Illustrator: Pantopia Studio cc
Account manager: Vanessa Maselwa
Published: June 2012

Via Ads of the World


Author: Kiril Hristov

An internet marketing specialist with a passion for music and other art.

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