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.