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byebyebad
I came up with campaign ideas highlighting the good, the ugly and everything in between of germs. Turns out, the good guys are just victims of bad PR.
Creative Direction
Copywriting
Since the pandemic, hand sanitizers have become as essential as keys—stashed in purses, pockets, and even sealed airport bags. But those generic ones that smell like paint thinner? Sure, they kill the germs, but they don’t discriminate—good bacteria gets wiped out too. Enter byebyebad, with hand sanitizers made from a 1,000-year-old ingredient sustainably sourced from the Totaro tree. They tackle the bad guys, while leaving the good bacteria to do their thing.
BRAND LINE
We’re fighting the bad guys you shake hands with every day.
Concept I: Doing Things
Our hands know how to keep themselves busy. From grabbing every wine bottle at your local supermarket to pressing buttons on ATMs, they are always doing things. Pretty gross if you stop and think about the gazillion germs awaiting you upon pin code entry. That's where byebyebad comes in. We’re fighting the bad guys you shake hands with every day.
Introducing Totarol™ - Harnessing 100 million years of antibacterial wisdom, sustainably sourced from New Zealand’s oldest tree. P.S. Trees are for hugging. None were harmed in the process, obviously.
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Navigating the good, the bad and the ugly side of germs.
24-hour heavy germ lifting with a skin-friendly policy.
CTA
Learn what Totarol™ and dinosaurs have in common at byebyebad.com
Concept II: Good vs Bad
Spoiler alert: not all bacteria are villains. Good bacteria are just stuck with a bad reputation. Our job? Sorting the saints from the sinners, all while making sure your hands stay squeaky clean.
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We're bad news for bad bacteria. Don’t worry, the good guys can stay.
We're breaking up with bad germs. No tissues necessary.
We’ve only got bad germs on our radar. We’re keeping the good bacteria safe.
CTA
Learn to love good bacteria the right way at byebyebad.com
Concept III: The Bad Germ Policy
We may not be the antidote for a broken heart, but if you're serious about cutting more bad things from your life, you can always rely on our "bye-bye to bad germs" policy.
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We can’t save you from bad break-ups but we can break up with bad bacteria.
We can’t save you from bad decisions but we can save you from bad germs.
We can’t save you from a weekend with the in-laws but we can save you from bad germs.
CTA
Get 24 hours of bad germ security at byebyebad.com
Agency: Friends of Friends
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© TINY FRUITS 2024
LDN 16:19:56