To evolve the tone of international pest control brand Baygon, we introduced humor mocking the absurd ways people kill bugs. The campaign replaced tired stock-photo tropes with witty, relatable messaging, helping Baygon stand apart from competitors with a fresh, lighthearted voice.

Co-Writer: Erin Heraty at TracyLocke

Art Directors: Chris Gallevo at TracyLocke

Online banner ads were designed to surprise people on home décor and DIY sites. Simpler banner ads featured bugs crawling across blank sections of the webpage, and more complex placements took the form of social videos ending with bug-induced jump scares.

Unexpected cross-category signage throughout the store highlighted the silliness of shoppers’ current pest solutions with fun and contextually relevant messages near magazines, footwear, and more.