Spikes Asia

1000 STOMPS & SWATS

BBDO CHINA, Shanghai / SC JOHNSON / 2019

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Overview

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Overview

Background

Insects like mosquitoes and cockroaches are more than just a disgusting and prevalent nuisance in Southeast Asian countries. They carry dangerous diseases such as malaria & dengue and are a real threat to people’s health and well-being. So powerful solutions that kill fast and effectively are required.

However, because people live with an onslaught of pests every day, every insecticide aerosol claims their products work fast and effectively. So, in order to stand out, Baygon needed a disruptive way to claim their effectiveness in the context of what people really do to fight pests.

We chose a familiar non-category behavior to creatively demonstrate the power of our solution. One that would stand out visually and telegraph immediately that mosquitoes and roaches don’t stand a chance. That Baygon works a thousand time better than any stomp, swat (or competitor) in killing pests. “Baygon has the Power of 1000 Stomps"

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