New RID insect repellent campaign asks for nomination to trek through Amazon in their undies

A new campaign for RID insect repellent is asking users to nominate a friend or relative to test the product by trekking through the jungle in their underwear, with only half their body protected by the repellent.

The campaign created by Publicis Mojo Brisbane, is called the ‘The RID Amazon DT Challenge’, and aims to reinvigorate the Australian brand against incumbent Aerogard which has 50 per cent market share, compared with RID’s 15 per cent.

The new campaign has been launched on social media and was, according to the creative agency, inspired by RID’s inventor Doug Thorley,who was often seen at dusk walking in swampy paddocks dressed in a white singlet and shorts and covered in his latest concoction of insect repellent.

The nominated winner will face millions of biting insects in the Amazon jungle and be faced with a number of challenges over five days. They will be accompanied by Justin Lyons (who was also Steve Irwin’s film-maker) as he also takes on challenges such as trekking through the jungle with only half their body protected by RID.

To find this one daring Aussie, RID are asking people to nominate their mate, husband, wife, dad, brother, uncle, cousin or workmates on the Facebook page.

The campaign is also supported with some paid digital advertising.

Agency: Publicis Mojo Brisbane
Client: RID; Natalene Carter, Lori Thomas
Account Director: Louisa Taliacos
Strategy Planner: Simone Waugh
Copywriter: Ryan Petie
Art Director: Andy Geppert
Head of Film: Vicki Lee
Director: Justin Lyons
Production Company: Play TV
Post-Production: Play TV
Editor: Digby Hogan


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