Apéro Ambush
Client Autan
Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
French customers don’t think about insect repellent until they’re actually getting bitten. Our job was to convince them that applying mosquito repellent Autan early was their ticket to a bite-free summer.
The early evening apéro drink is an iconic moment in French life - but it also takes place at dusk, when mosquitos are at their most active. And those unwanted guests can really ruin the best moment of the day.
We created the Apéro Ambush - an integrated activation that took a mosquito-phobic astronaut to the streets of Paris, where her comedic hunt for an insect-free apéro turned heads, generated organic buzz and led to some great content capture. The campaign deliverables included a lot of firsts for Autan:
Prime Video TVC
Fake out-of-home social content
Social influencer content
On-ground experiential
A custom landing page with a new Mosquito Forecast tech integration
The response
My role
Creative directing all aspects of the campaign, from pitch to delivery.
Guiding the client through their first integrated campaign plan, managing senior stakeholders to ensure the project met their expectations.
Working with production agency We Are Tommy to produce the TVC and social assets.
Driving the development of the new ‘mosquito alert’ API with Amazon’s Design Technologists.
The results
Repellent keywords search on Amazon: +124%
Autan-branded search on Amazon: +152%
Voice of customer
“Working with Amazon Ads has helped us reinforce our efforts to reach the French public both online and in-person at a key moment—the midst of peak mosquito season. This campaign, grounded in Amazon’s reach and audience insights, has allowed us to further our goal to help consumers enjoy every moment without worrying about mosquitoes.”
Autan Project Team