“Backyard Rules Reimagined”

Thermacell makes portable mosquito repellents that protect zones up to 15 feet.

This campaign targets young, busy families who want to protect their families against mosquitoes without the hassle of reapplying. It aims to draw in the target audience by putting a spin on common childhood playtime rules to apply to both children and mosquitoes. Thermacell positions itself as the enforcer of these rules so that parents can put all their energy into enjoying quality time with their children.

Social Media

Thermacell selects 50 families (via social media submissions made under #backyardmakeover) who have shared a quick video of their kid describing their dream backyard adventure and the parents describing their backyard rules (some serious and some comical).

A “Hero Crew” (branded van + small crew) shows up unannounced at the family’s home to transform the backyard into a fully themed, bug-free play zone, accompanied by a sign with the backyard rules that were submitted by the winning family.

Collaborators: Cara DiMattia and Ethan Moore