RAID Entomologists know so much about bugs, they can even manipulate them into spelling out their own demise.
The Raid Entomology Lab videos sparked an online debate about the ethics of killing bugs. I guess a few people out there didn't realize that's what RAID is for.These videos also led to a watershed moment at SC Johnson as they were passed around internally and incited a hunger for better work across several of their brands.
They also won a Silver Epica award and 9 Addys.
This year, we took the format to broadcast TV for a competitive claim that RAID was eager to promote. Instead of executing the usual side-by-side test, we went all gladiator on some roaches.
And we created a hydraulic powered roach killing machine to spell out "7" times faster in dead roaches.