Hard to Reach

May 2011

Combat (Bait) reaches roaches in the home using a unique mechanism, where it can kill roaches hiding in places hard to reach for aerosols and your average pest control products. We had to bring the 'reach' benefit of the product to life and engage people with a low engagement product. To do this, we created an entertaining banner that shows the roach sharing your home, but in an inaccessible location, behind the wall. The payoff? Combat protects your home against even the roaches you can't see or reach. The banner saw high interaction rates during the campaign period.

Digital advertisment created by TBWA, United Arab Emirates for Combat, within the category: House, Garden.

Advertising Agency: TBWA\RAAD, Dubai, UAE
Head of Digital: Preethi Mariappan
Senior Creative Director: Saadi Alkouati
Art Director: Raj Gupta
Senior Digital Art Director: Rafael Guida
Senior Interactive Copywriter: Melanie Clancy
Graphics & Motion Designer: Balazs Szabo
Senior Flash Developer: Sarabjeet Singh
Mr. White / Character Design & Motion: Hani Abyad Studio
Creative Kettle / Video Production: Arwa Merchant
Digital Group Account Director: Vikas Kohli
Senior Account Manager: Amira Ibrahim

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