RAID. There are no good cockroaches.Our move relied on two major thoughts: create a new perspective onthe endless war against cockroaches, and then utilize a new channelto spread it.We created Johnny: a loveable cockroach and his story, told in a sweet naïve way. So sweet you might actually start liking him...The nature of our work needed a patient and receptive viewer.The internet was the obvious choice of media.We realized Johnny’s success, when one of us received him on email,on the very day the campaign started.