| Title | Hidden Ad |
| Agency | Havas São Paulo |
| Campaign | Hidden Ad |
| Advertiser | Reckitt Benckiser |
| Brand | Morteik |
| Posted | November 2015 |
| Product | Insecticide |
| Business Sector | Household Products & Maintenance |
| Story | The creative idea of the Hidden Ad required that its media implementation were in a magazine. To do so, we selected a magazine with relevant penetration within the target and the client approved to buy all media space of the entire edition in order to make the ad possible to be built at the edge of it. That was, probably, the greatest challenge we had both with client and the publishing house. |
| Philosophy | There are many insecticides brands available in the market. To differentiate Mortein Pro from other brands, it was needed a branding campaign engaging enough to reinforce its position inthe consumer’s mind, with positive brand associations. So we tool: the insight ‘cockroaches hide where you can't imagine, that's why you need Mortein‘ and made an interactive Hidden Ad that, literally, hides cockroaches pictures in the magazine's fore edge, alongside with the message. |
| Media Type | Magazine |
| Length | |
| Creative Director | Rodrigo Corbari |
| Director | Sagaz Filmes |
| Copywriter | Akira Tateyama |
| Art Director | Felipe Perles |
| Photographer | Genga Estudio |
| Production Company | p+e |
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