The creative rules on the project were simple, but challenging. We needed to increase interest in termite services among a local audience without inciting fear or terror. So, that meant no pest tropes. No collapsing houses, no pincers, no rotting timber. What emotion is there that’s stronger than fear and just as likely to move an audience? Embarrassment.
The lightbulb moment was: “What is more terrifying than finding out you have termites?”… Your child telling their entire class that you have termites.