ABOUT

Cockroaches can hide anywhere.
That’s why you need Mortein to get rid of them.
But, how could we convey this message in a unique way?
By delivering a hidden ad to a select mailing list: opinion leaders in São Paulo able to endorse household care and spread the message.
The cockroaches become visible when the magazine is rolled up.
And when rolled the other way around you see the following message: Cockroaches hide in places you can’t imagine. Get rid of them.
The Mortein hidden ad managed to innovate in a media that, for decades, hasn’t had any major changes.