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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

The Mosquito Killer Billboard

Kosuke Takeshige picks out his one that got away

mcgarrybowen's Digital Creative Director served on the 2016 Outdoor Lion jury. There was one particular piece of work on the shortlist that caught his eye, but failed to take home any metal.

created on Monday 5 Dec 2016

See the credits for this campaign in the Cannes Lions Archive

Entered into the Outdoor Lions, this was a campaign entered by Brazilian agency NBS. It made the shortlist, which is still an achievement, but it missed out on any higher accolades. Yet for Kosuke Takeshige, there was a kernel of genius here that has stuck with him. 

The basic idea was to use billboard sites to kill mosquitoes, responding to the general worry at the time around transmission of the Zika virus. Installed in key areas associated with a high mosquito population, the billboards acted as traps to lure in unsuspecting mozzies and lock them inside.

As Takeshige explained: “By featuring a mosquito-killing technology, [the work showed] we all can create new ideas to decrease fatal diseases in regions like South Asia and South Africa. It's good for humanity and the ad industry.”

By featuring a mosquito-killing technology, [the work showed] we all can create new ideas to decrease fatal diseases in regions like South Asia and South Africa. It's good for humanity and the ad industry.
Kosuke Takeshige

But if the idea was so good, why did it fall short? According to Takeshige, it was the lack of brand involvement that denied NBS the Lion: “The device is brilliant but, it needs to be improved as an ad campaign. If it were able to involve some brands, it would be better.”

“For example, they could utilise the billboard for Nike to support people who run along the riverside, because there are lots of mosquitos on the waterfront and it keeps people away from running.”

NBS were also shortlisted for other work in Design, PR, Media, Promo & Activation and Film Lions. 

The device is brilliant but, it needs to be improved as an ad campaign. If it were able to involve some brands, it would be better.
Kosuke Takeshige

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