Morteik - "Hidden Ad"

Havas São Paulo

Havas São Paulo São Paulo, Brazil

1913

Заголовок	Hidden Ad
Агентство	Havas São Paulo
Кампания	Hidden Ad
Рекламодатель	Reckitt Benckiser
Бренд	Morteik
Posted	Ноябрь 2015
Продукт	Insecticide
Бизнес сектор	Бытовые товары и техническое обслуживание
История	The creative idea of the Hidden Ad required that its media implementation were in a magazine. To do so, we selected a magazine with relevant penetration within the target and the client approved to buy all media space of the entire edition in order to make the ad possible to be built at the edge of it. That was, probably, the greatest challenge we had both with client and the publishing house.
философия	There are many insecticides brands available in the market. To differentiate Mortein Pro from other brands, it was needed a branding campaign engaging enough to reinforce its position inthe consumer’s mind, with positive brand associations. So we tool: the insight ‘cockroaches hide where you can't imagine, that's why you need Mortein‘ and made an interactive Hidden Ad that, literally, hides cockroaches pictures in the magazine's fore edge, alongside with the message.
Тип медиа	Журнал
Длина	45 seconds
Креативный директор	Rodrigo Corbari
Директор	Sagaz Filmes
Копирайтер	Akira Tateyama
Арт-директор	Felipe Perles
Фотограф	Genga Estudio
Продакшн Студия	p+e