Product / ServiceKAYARI
CategoryA02. Other FMCG
EntrantMcCANN Bangkok, THAILAND
Idea Creation McCANN Bangkok, THAILAND


Name Company Position
Narudol Karadist McCann Creative Director
Karn Visarankul McCann Creative Group Head
Arttawoot Meepaporn McCann Creative Group Head
Sherri Maxwell McCann Worldgroup Thailand Executive Creative Director
Montage Studio Montage Studio Montage Studio Production House
Kanchita Sutthisaksri Montage Studio Photographer

Cultural/Context information for the jury

Thailand, a tropical country located at the center of Southeast Asia, is also a natural habitat for insects. Thai brand KAYARI, a leader in aerosol spray, is taking a role to help Thai’s solve their insect problem. KARAYI understands how people have been annoyed and attacked by ants, cockroaches and flies in their own homes. The print ads parody humans taking selfies, showing insects trespassing in consumers’ residences with the message “Don’t let your home be their favourite destination”.

Translation. Provide a full English translation of any text.

INSIGHT Human residences are the perfect place for insects to live as they have all the amenities they want - food, warmth, moisture, shelter. IDEA “Don’t let your home be their favourite destination”. People love to take selfies of places they visit. Parodying that idea, no one wants their house to be the favorite place of an insect. We can stop insects’ invasion with KAYARI because homes are places for humans not insects.