It's an ant protest. A real one with real ants, not Pixar
style.
In order to promote its range of ant sprays, Baygon in Brazil
wanted an innovative approach to show how effective the spray was
at killing ants.
The idea that they came up with was to film a campaign from
the (real) ants' perspective.
Baygon is the weapon of mass destruction of the ant world. Like
any persecuted group of individuals, the ants would want to protest
against it.
So far, it make sense…
But how do you it?... how do you create a real ant
protest?
First they created dozens of tiny, postage stamp-sized protest
placards with messages such as "enough killing!", "stop", "peace"
on one side and a picture of the Baygon logo with a cross through
it on the other side.
The tiny placards were then covered in a mixture of egg white
and sugar to ensure that they were deemed suitably tasty by the
tiny insects.
When the sugary placards were left near an ants nest, it was
only a matter of time before dozens of ants came out to collect the
placards and march them back to their lair, giving the impression
of a demonstration.
And then they filmed it, submitted to YouTube and prayed: let it
be viral!
Here is
the protest and here is the
making of.
Source: CMD Global/Cream Magazine