Nano Shoes Project

The Nano Shoes Project by BBDO Bangkok uses eco-friendly larvicide to control mosquitoes, which are a big problem in many countries. Via Adweek:

The agency was approached about helping raise awareness of mosquito prevention in the slums of Bangkok and other Southeast Asian cities. But instead of creating posters and fliers, BBDO Bangkok invented something that might change the way mosquitoes are controlled worldwide.

Called “Nano Shoes,” this innovation covers mosquitoes’ feet in BTI larvicide, a synthetic but naturally occurring bacterium that stymies mosquito larvae. That means that as mosquitoes fly to breeding sites, they become their own exterminators.

Created in close partnership with clients SCG Chemicals and Institut Pastuer, it’s an inspired solution, but arriving at it was no easy process.

Typically, BTI is spread manually where mosquitoes might breed. It’s a labor-intensive process that, according to BBDO, leaves up to 80 percent of breeding sites either out of the reach of or completely unknown to humans.

“So this is where we began our creative process,” says Suthisak Sucharittanonta, chairman and chief creative officer of BBDO Bangkok. “We asked ourselves, ‘How can we get this BTI larvicide to breeding sites without us having to physically do it ourselves?’ From this point, the teams instantly started thinking about redesign of and application on existing objects within these underprivileged communities. But at the end of the day, the solutions we were coming up with still didn’t answer the question of how we can get to all of the hidden or unreachable breeding sites.”

Since humans often didn’t even know all the places mosquitoes were breeding, the answer had to lay somewhere other than in manual distribution.

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