Baygon
Energy BBDO was seeking a new film and video-led campaign to position the household insecticide brand Baygon with the goal of expanding its audience reach and strengthening brand recognition.
Flip Flops
The initial concept I developed with the Creative Director centered around a visual hook: an everyday household object (TV remote, coffee mug) embedded into a wall, as if it had been thrown with enough force to lodge it there. The image played on the irrational fear when trying to kill a bug.
This was intended to become the core of the campaign, the client loved it but wanted to first build a video series around it. As developed, the idea evolved into a more playful direction: a flip-flop gun designed to launch sandals at the ultimate household enemy—flying bugs.
Creative Director: Dane Canada
Art Director/Creative Producer: Michael Finch
Kill the Bugs. Calm the Mind.
This irrational fear proved to be a successful creative concept and continued into Kill the Bugs. Calm the Mind., where scenes unfolded to show how logic is thrown out the window as people regress into panic.
Creative Director: Dane Canada
Art Director/Creative Producer: Michael Finch
Kill the Bugs. Calm the Mind.
Here, the “remote in the wall” concept evolved into an image of eyes darting back and forth through a hole in a cardboard box. The hook came from the reveal that the character was in the middle of unpacking on moving day when panic set in, leading him to hide inside one of the boxes.
Creative Director: Dane Canada
Art Director/Creative Producer: Michael Finch