Get rid of mice Creative Brief – By @karolinakezdi

By Karolina Kezdi


Get rid of mice Creative Brief


Catching mice is pure advertising. This statement has been tested by me on 02. 05. 2019.


Find a mess: That’s not too hard, they leave droppings (average length one-quarter of an inch, granular shape, rounded ends and black in colour ) everywhere.


Research: mice and rats are a bigger health risk than sitting on a public toilet without covering the seat with toilet paper and not washing your hands after it. If you come in direct contact with the excrements, you can contract diseases like Hantavirus, Hemorrhagic Fever with Renal Syndrome and Lymphocytic Chorio-meningitis. All gross, I checked, so you don’t have to. You’re welcome.


Find an interesting truth: One of the symptoms is anorexia.

Mice poop diet? Cereal with crunchy mice droppings. Brown presents in every box.


What’s the problem?  Apart from that I’m terrified by mice – they are very agile, not only can they jump and climb walls, they can also definitely climb into your bed as well – my flatmates said it’s normal here, I should start getting used to it. Seriously?


How can we solve it? Catch them all! and/or Kill them all!


Insight:  They eat my unopened god damn expensive diet protein powder. I do take it personally.


Audience definition: The two mice I’ve met and all their lovely friends and family who I heard when they were partying hard in the commode.


Roll of comm: Go into the mousetrap and you can have the delicious food.


Prop: Heavenly last supper.


Campaign: First we eliminate the entry points. This can be difficult due to a mouse’s ability to squeeze itself even into the smallest openings (one-quarter of an inch and up). A good rule of thumb is if you can fit a pencil into a crack, hole or opening, a mouse can get through it. No escape, like pre-roll ads on YouTube.


After that, we set up the traps. Use plenty.


Be sticky: Use glue traps.


Use different channels: Lay many different types of traps. Use bait traps and multiple-capture live traps in conjunction with the wooden traps. This gives us a better chance at catching them, since some might be keen to certain types of traps and know to avoid them. People hate advertising.


Use the medium: Proper placement of mouse traps is critical.


Be different: Change trap locations every two days or so.


Use data:  Forget the old cartoon image of mice eating cheese, the bates mice crave the most is peanut butter. Number two is hazelnut spread, and the bronze goes to chocolate.


Be fresh: Replace with fresh bait every two days.


How will we know we’ve succeeded? Find a mouse in the trap.


How will we know we haven’t succeeded? The mouse sticks to the glue pad but is still alive, which means you can’t flush it in the toilet so you have to kill it with a stick on the balcony in the middle of the night in a towel that you suddenly pull off meanwhile you try to get rid of the bloody dead mouse on the pad which stuck to the stick as it’s suddenly landing in the middle of  your neighbours perfectly organised garden.

We don’t talk anymore.


Do it better every time.


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