AUSTRALIA – An Amazon jungle trek sounds dangerous enough, but a new campaign takes it further by challenging one daring Australian to do it wearing nothing but his DTs (also known as budgie smugglers, basically tiny Speedo-style swim trunks) and RID insect repellent.
The campaign, by Publicis Mojo Brisbane, aims to reinvigorate the Australian brand, which has experienced years of dormancy and declining share now at 15 percent against the market leader Aeroguard.
RID was invented in 1956 and grew to be an iconic brand for generations of Australians who remember the advertising slogan of ‘Remember the RID. You’ll be glad you did.’
The new MOJO campaign ‘The RID Amazon DT Challenge’ was launched in social media and was inspired by RID’s inventor Doug Thorley, an Aussie bloke who was often seen at dusk walking in swampy paddocks dressed in a white singlet and shorts and covered in his latest concoction of insect repellent until he perfected the formula.
Thorley’s own product torture tests inspired MOJO to put the efficacy of RID to the ultimate test by finding one Aussie bloke willing to go to the Amazon in nothing but their DTs and a bottle of RID.
The winner will face up to over 2.5 million species of insects in the Amazon jungle and be faced with a number of challenges over five days. The winner will be accompanied by Justin Lyons (who was also Steve Irwin’s film-maker) as he takes on challenges such as trekking through the jungle with only half their body protected by RID.
To find this one daring Aussie, RID is asking people to nominate their mate, husband, wife, dad, brother, uncle, cousin or workmates on the Facebook app.
The RID Amazon DT Challenge is a social media and PR campaign, complemented with some paid digital advertising.
View the RID Amazon DT Challenge Film:
Credits list:
Agency: Publicis Mojo Brisbane
Client: RID; Natalene Carter, Lori Thomas
Account Director: Louisa Taliacos
Strategy Planner: Simone Waugh
Copywriter: Ryan Petie
Art Director: Andy Geppert
Head of Film: Vicki Lee
Director: Justin Lyons
Production Company: Play TV
Post-Production: Play TV
Editor: Digby Hogan
