Concept_

The campaign is specifically designed for the newspaper display advertisements. The entire design is done in a way that it resembles the editorial content of a newspaper. The ‘headline’ or the main caption indicates to deliver a sensational news which will grab the initial attention of the audience only to discover that there are dead mosquitos instead of words.

The upside-down mosquitos are arranged in such a way as to create an illusion of actual words or sentences which works as the element of surprise and awe. The placement of the brand name with such negative space along with the catch phrase ‘Have a good knight’ tends to give a clear indication of the entire story.