Make killing bugs an approachable and, dare I say, likeable topic.
I've always loved the challenge of getting someone to stop their scroll. It is especially difficult when you're talking about a topic no one wants anything to do with, like bed bugs. To bring the excitement and interest, we incorporated a bold, inviting color palette that echoed the Hot Shot packaging and also introduced a hilariously relatable spokesmom.
Getting the audience on board fast
A lot of our decisions for this campaign were driven by what we know - the first five seconds can be a make or break. So we made sure at the very beginning of the video to get the viewer hooked - whether it was tossing a mattress in a wood chipper or a cat in a moving box.
Pivot the message for the medium
In social and in-store we had a humorous tone, but in print we chose a slightly different approach. This print ad below struck a nerve with how silent and hidden bed bugs are and it was the only medium where we could take advantage of the fold of the magazine.
