Tiger Brands’ Doom Fogger insecticide and ad agency TBWA\Hunt\Lascaris have scored big with advertising one of South Africa’s ‘smallest’ ever outdoor campaigns.
The agency created an outdoor execution without posters or hoardings to powerfully demonstrate the brand’s ability to reach cockroaches in even the smallest spaces.
In a new adaptation of the wall mural, the agency built mini-roach dioramas in cracks in the walls of buildings at five different locations in downtown Johannesburg.
Micro-sets with lifelike models of cockroaches showed the insects taking it easy, on a date, busy with their ablutions and even at a party fitted out with miniature audio-speakers and disco lights. No set was longer than 20cm.
Adam Livesey, Joint Executive Creative Director of TBWA\Hunt\Lascaris, commented: “The power of the idea lies in the intrigue created by these small worlds. They were hard to ignore.”
Public attention was focused on the cracks via wall-painted Doom branding and the Doom Fogger message ‘Gets To Where They Live’.
Livesey added: “Our brief was to conceptualise an outdoor campaign showing that Doom Fogger gets into even the tiniest cracks and crevices, killing insects before they get too comfortable.
“The product reaches into the crevice. Our challenge was to reach out the crevice and draw a crowd – and these tiny roach installations sure did that.
“Just about every pedestrian who walked past stopped to have a look. Some laughed, others we’re a little grossed out, but everybody got the message.”
A video of the Roachville execution has since gone viral and been seen by thousands online. Content spread from one blog site to over 100 in a matter of days.
TBWA\Hunt\Lascaris also came up with an outdoor idea for Doom that went down BIG with Johannesburg commuters – a 22m x 9m billboard with more than 5000 shoes cobbled to it.
That invitation to guess ‘How many shoes equal the killing power of Doom?’ covered eight storeys of a Braamfontein building. The follow-up assignment from Tiger Brands called for the team to go nano, not macho.
“We didn’t use any conventional outdoor space,” said Joint Executive Creative Director Matthew Brink. “Media owners don’t go that small.
“The roach dioramas may be one of the smallest outdoor advertising devices ever, but that didn’t stop the campaign getting big response.
“Speaking as an advertising industry professional, it was tremendously satisfying to show that advertising even does a job of work for clients from inside the cracks in a wall.”
The agency team comprised: Adam Livesey and Matthew Brink (joint executive creative directors), Justin Wright (creative director), Sifiso Nkabinde (art director), Thokozani Mashigo (copywriter), Russell Scott and Chris Drake (artistic model directors), Sharon Cvetkovski (agency producer), Pantopia Studio cc (illustrator) and Vanessa Maselwa (account manager).
watch the ad below: