The Orkin Man

For both consumers and B2B (think restaurants and hospitals), Orkin was the leader in the pest control category. But Terminex was not only gaining, they were blatantly copying Orkin's campaign. When Orkin began featuring giant talking bugs, Terminex launched a campaign featuring giant monsters of their own. Orkin needed to differentiate themselves in a way Terminex couldn't copy. We did this by focusing on two ownable things:

1. Science
2. The Orkin Man, himself

For homeowners and businesses, we positioned the Orkin Men and Orkin Women as the Bear Grylls of pest control - highly trained, and enthusiastic about getting their hands dirty.

The science was emphasized in copy as well as a new hexagonal design that could be used subtly or overtly, depending on the medium.

ORKIN MAN RADIO

Part of the Orkin Man launch included radio. These four were shortlisted at the Radio Mercury Awards and produced by Wojahn Bros.

"Bed Bugs"

"Termites"

"Orkin Woman"

"Mosquitoes"