Baygon
BBDO was seeking a video-led campaign to position Baygon as a household insecticide with broader audience appeal and brand recognition.
Flip Flops
The initial concept I developed with the Creative Director centered on a visual hook: an everyday household objects (TV remote, coffee mug), embedded in a wall as if it had been thrown with enough force to stay there. It played on the irrational panic that sets in when trying to kill a bug.
The concept was intended to become the core of the campaign but the client wanted to first build a video series around it to test the concept. Thus the idea evolved in a more playful direction: a “flip-flop gun” designed to launch sandals at the 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 carried forward into Kill the Bugs. Calm the Mind., where each scene showed logic was abandoned as people succumbed to panic.
Creative Director: Dane Canada
Art Director/Creative Producer: Michael Finch
Kill the Bugs. Calm the Mind.
Here, the panic idea turned into a fun reveal: it’s moving day, and as panic sets in, the character retreats into one of the boxes he’s supposed to be unpacking.
Creative Director: Dane Canada
Art Director/Creative Producer: Michael Finch