Black Flag Roach Motels
Cockroaches are notoriously difficult to kill. Culturally, they’re synonymous with immortality. So we built a campaign for Black Flag Roach Motels that centers around this immortality, reminding customers that if 300 million years of evolution couldn’t do the trick, you’ll probably want bug-control experts on the job.
We would begin with outdoor posters in high-capacity areas to target commuters on their way to work.
This would also include billboards to further reach our audience in high-traffic areas.
We would then move into crosswalk ads, reminding people in cities just how hardy their insect neighbors can be.
We would also publish print ads in trade blue-collar magazines, appealing to working-class consumers who would be familiar with just how hard it is to take care of a roach problem.
Finally, in a collaboration with WWE, we would host a televised wrestling match where wrestlers would attempt to destroy a fake roach in the ring for 500K. The trick? The roach is just as indestructible as a real one, so wrestlers would have to be just as lethal as Black Flag to succeed.
Derrick Brown - Print and Social Media Art Director
Regan Mathies - Out-of-Home Art Director
Emma Harden - Copywriter