Morteik - "Hidden Ad"

Havas São Paulo

Havas São Paulo São Paulo, Brasile

1914

Titolo	Hidden Ad
Agenzia	Havas São Paulo
Campagna	Hidden Ad
Cliente	Reckitt Benckiser
Marca	Morteik
Posted	Novembre 2015
Prodotto	Insecticide
Settore	Prodotti per la gestione della casa e la manutenzione
Trama	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.
Filosofia	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.
Tipo di Media	Pubblicita' su periodici
Lunghezza	45 seconds
Creative Director	Rodrigo Corbari
Director	Sagaz Filmes
Copywriter	Akira Tateyama
Art Director	Felipe Perles
Photographer	Genga Estudio
Casa di Produzione	p+e