The Campaign

In a world demanding more from them than ever, moms in China tend to dismiss mosquitoes as a slight annoyance or “just a small bite.” However, the same mosquitoes are vectors for potentially serious diseases that moms should want their children protected from. Illustrating this increases the importance of mosquito bites beyond “just a bite;” and it elevates the need to protect families from mosquitoes that are potentially carrying diseases.   By showing moms the hidden threats of mosquito bites in a compelling fashion, literally displaying the usually invisible and seemingly erratic flight path of a mosquito on the way to bite a child, we illustrate the true dangers of mosquitoes and remind her of the role of Raid® – to protect her family from mosquitoes.

Creative Execution

The mobile screen first shows a series of chaotic, fine lines jumbled together. As viewers tap on the lines, the ad unit illustrates random flight movement of a mosquito, complete with annoying buzzing sound. These lines move to reveal a series of shapes, starting with a half-filled bottle of stagnant water — a common breeding ground for mosquitos. Cleverly crafted to convey fluid, in-flight motion, the mosquito path continues through a series of different animals. From a rat to a bird to different stray animals — all victims of the same mosquito that could next bite a child.   The viewer can interact with the story of the mosquito’s bite path, tapping on each animal, to see facts about the diseases associated to these animals.   This interactive and educational mobile content was shared on social media, giving moms an unforgettable demonstration of the need to prevent mosquito bites and fully protect their child with Raid repellents.