Thermacell creates portable mosquito repellents that protect users up to 15ft. This campaign is built for young families who don’t want bug spray interrupting the already short amount of time they get to spend with their kids. It reframes familiar playground rules in a humorous way, showing how mosquitoes constantly break them. Positioning Thermacell as the thing that make the rules stick the brand becomes more about getting outside than it is about bug repellent.

campaign three : Thermacell

Social Media Ad

Out Of Home

Event Idea: #backyardmakeover

Thermacell selects 50 families (via social media submissions made under #backyardmakeover) who have shared a quick video of their kid describing their dream backyard adventure and the parents describing their backyard rules (some serious and some comical).

A “Hero Crew” (branded van + small crew) shows up unannounced at the family’s home to transform the backyard into a fully themed, bug-free play zone, accompanied by a sign with the backyard rules that were submitted by the winning family.

Ravana Gumm, Cara DiMattia