Source: Adweek
A few months back, to introduce Mat Inset insecticide, WMcCann in Brazil created an insert for select issues of Veja magazine. “Discover two ways to kill insects,” the copy says. “Both are fragrance-free.”
Readers were encouraged to remove the insert and wrap it around the rolled-up magazine to create a facsimile of the product’s spray-bottle packaging—which in turn could be used to bash pests.
“Brazil was experiencing a major outbreak of dengue fever, a disease caused by the bite of the Aedes Aegypti mosquito,” says agency creative director Sérgio Franco. “We used as creative inspiration the fact of people often getting rid of mosquitoes and insects in general by using a roll-up newspaper or magazine. However, after rolling the magazine, we realized that it had the same shape of our product’s bottle.”
In a time when magazine ads are going pretty high-tech with phone chargers and what not, this ad brings such a clever simplicity that it absolutely deserves an applause.
