Orkin Outdoor: Windshield

Incorporating humor for the first time in the Exterminator campaign, this Orkin outdoor board built strong brand reinforcement by taking advantage of both media placement and audience placement. The media buy was initially on a stretch of New England interstate known for producing bug-splattered windshields. It was so well-received that the board was rolled out nationally and opened the door for other humor-driven concepts in Orkin's Exterminator campaign.