For the upcoming mosquito season, Raid needed a piece of digital content to showcase the effectiveness of its product. However, the Raid formula of rascally, CGI mosquitoes plotting their attack was getting old. Plus, a tight timeline, limited budget, demands from e-commerce platforms, and local market restrictions made a creative solution imperative.
Instead of portraying mosquitoes in their typical role as buzzing antagonists, my team and I created a rock band of anti-heroes. With a rework of the Chinese pop classic “I Want a Home” (我想有个家), our mosquitoes sang the tragic tale of how Raid’s effectiveness made them “homeless”.
