Reckitt / SBP: The Missing Mosquito

Shortlist Award

The Missing Mosquito

Reckitt / SBP

Brazil

2025

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Entrant Company

BETC HAVAS

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Public Relations

Category

Use of Talent & Influencers

Summer is the main season for fighting the Dengue mosquito. For this reason, SBP felt the need to create a campaign to combat the mosquito that transmits the disease, communicating in a completely different way. The creation was built around the storytelling of a football player who needed to eliminate the nickname "mosquito” from his jersey. In a decisive match in the country's biggest championship, SBP dropped the nickname and replaced it with the brand's logo. As a result of the campaign, the Brazilian soccer club (Vitória) started calling the player Gustavo in its communications and dropped the nickname “Mosquito”.

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Credits

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