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The billboard trap

Agency Network: 
Published/Aired: 
May 2013

Description

Outdoor advertisement created by Publicis, Italy for Orphea, within the category: House, Garden.

Caption

Insecticide for outdoors

Advertising agency: Publicis, Milan, Italy
Creative Directors: Bruno Bertelli, Cristiana Boccassini
Copywriter: Stefano Battistelli
Art director: Francesco Epifani
Account director: Claudia Brambilla
Producer: Massimo Fabbri
Editor: Nicolò Lombardi
Photographer: Massimo Fazio
Art buyer: Stefano Gruarin
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Mr.Apostrophe's picture

Simple. Effective. Brilliant. This is why I want to work for Publicis

Mr.Apostrophe
Activity Score 18
Copywriter
wave's picture

Great.

wave
Activity Score 471
thedesignaddict's picture

Saw the same idea about 4 years ago. Sorry, can't remember the exact brand though.

thedesignaddict
Activity Score 5403
Art Director at Freelance
creativegodown's picture
creativegodown
Activity Score 252
ladybug2535's picture

Difference is the artificial sweetener ad didn't kill the ants. I don't particularly care for bugs living where they don't belong, but I don't feel right about killing them for an ad, outside, where they're supposed to be. Fact is, we need bugs for a healthy eco-system--like it or not. Killing the bugs on a giant billboard for an ad just seems unnecessary. The wide-spread unwise use of insecticides is having negative consequences all around us, but I don't think THAT's the message they really wanted to share. I'm moderate in my views, I can imagine how some people would be absolutely appalled by this ad. I wouldn't object at all if they just attracted the bugs like they did in the sweetener ad, let the birds have 'em! Don't get me wrong, I'm not a "nature" fanatic, but I do believe that there needs to be a balance, and this is just a "sign" (pun intended) of what is wrong with how we deal with the world today. Profit over any other consideration-bugs OR people. Enough of my soapbox! That said, it's not a bad ad, if as I said, they'd just attracted them as the sweetener ad did and didn't wind up killing all of those bugs then leave them there like some kind of macabre proclamation.

ladybug2535
Activity Score 78
thedesignaddict's picture

Nice reference, but the case I am referring to showed the dead bugs spelling a word on a billboard.

Still, similar to the case you found.

thedesignaddict
Activity Score 5403
Art Director at Freelance
morse's picture

Very good. I can't recall seeing the idea before.

morse
Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

creativegodown's picture
creativegodown
Activity Score 252
notjustsomeonelse's picture

Oh my God. This is fucking gross. Killing bugs to advertise killing bugs. Really people? Human's at their worst :(

notjustsomeonelse
Activity Score 10
Copywriter at New York
alex razzaghi's picture

not a fan

alex razzaghi
Activity Score 243
kalpesh78's picture

@morse it was for a sugar brand done by JWT mumbai a couple of years ago. A poster on a tree that had glue on it which was sweet. Ants were attracted to it forming a message.

kalpesh78
Activity Score 2578
Art Director |

ideas....30 minutes nahi toh free.

wave's picture

@kalpesh78 please share the link or shut up!!!

wave
Activity Score 471
Owolawi's picture

Respectable!

Owolawi
Activity Score 1534
Copywriter at DDB |

www.owolawi.com

advertising ninja's picture

10 stars in my book : ] really really perfect. the best outdoor of the year.

advertising ninja
Activity Score 616
Art Director at brain, warsaw
advertising ninja's picture

kalpesh78, that is not how it works. you have to learn to look at the whole picture. this is a very clear piece of communication which displays the benefit of a bug spray (killing bugs, thats what it does). sugar company, ants, trees.. these are irrelevant completely different. know better before trying to label great work as "done".

advertising ninja
Activity Score 616
Art Director at brain, warsaw
sanitizing_wipe's picture

regardless of whether your point is correct, it was also done by another bug spray company years earlier: http://adsoftheworld.com/media/ambient/sugar_free_ants_muffin

sanitizing_wipe
Activity Score 68
creativegodown's picture

It's the same Mr.Ninja. Kalpesh is right.

http://adsoftheworld.com/media/ambient/sugar_free_ants_icecream

creativegodown
Activity Score 252
kleenex's picture

Simple and it works.

kleenex
Activity Score 51721
Web Designer/Developer
chunkylover69's picture

The end result is pretty dumb. It looks like Orphea will spray bugs out of it onto you. Makes no sense with the payoff.

chunkylover69
Activity Score 71
sanitizing_wipe's picture

Sorry, but this was done 5 years ago by Sugar Free, and again by Orkin: http://adsoftheworld.com/media/ambient/sugar_free_ants_muffin

sanitizing_wipe
Activity Score 68
Joele's picture

Simple and effective. Great work.

Joele
Activity Score 287
Art Director
jackw's picture

So, how many days or weeks we have to wait to see it work??

jackw
Activity Score 42
beachchameleon's picture

lol

beachchameleon
Activity Score 2
Other
zg's picture

I think it is not simple and it is not brilliant. The mistake was to apply the glue on the spray target. It could be brilliant if the flies were sticked to everthing else but the field of action or ORPHEA.

zg
Activity Score 6
Creative Director
ladybug2535's picture

That's actually a good point, if the other bugs were attracted but not "stuck". Even better because the target audience would see that they were still alive.

ladybug2535
Activity Score 78
jimbo1966's picture

It's not always about absolute originality sometimes it's a case or repurposing and relevance. As others have noted this is a product that kills the flies that "cross its path" so the effect has to be in the spray area - not outside of it. To the squeamish and "friends of flies"... seriously? I don't think this is going to upset the natural balance nor set a precedent for escalation... this is not a moral debate. If the flies lived it would only communicate that the product was not effective.

jimbo1966
Activity Score 4

Shaping Brand Destiny™ bwpgroup.com

EGGO's picture

No bugs were harmed in the making of this...nevermind.

EGGO
Activity Score 354
Other |

You have to hate advertising in order to truly love it.

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