In the mid-90s, the German MNC Hoechst was marketing an insect repellent Hexit in India
SSCB Lintas was managing the advertising.
Ryan Menezes was the creative director. Ryan used to get ideas for advertising for various products and brands. These ideas were then translated into thumbnails/ scribbles and stored in a book. One of these ideas was for a mosquito repellent
His colleague, Sameer Goswami saw the scribble and suggested they show it to Hexit.
Ryan got photographer Sanjiv Angne to shoot Ryan’s hands, art directed it and created a layout.
The layout was presented to the client at Hoechst, and they loved it.
Ryan says “I believe what made this ad clutter-breaking was the fact that it was probably one of the first interactive ads ever. It was also simple, unexpected, and rewarded the viewer with a laugh while delivering the message.”
Oh! yes! How to kill a mosquito got a Cannes Gold
And the client got a promotion too!
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