Life-threatening diseases such as dengue and malaria were on the rise in certain areas of India. Unusually, this wasn’t just in wet season – even in dry season, cases were climbing upwards. Maxx Flash, a mosquito coil brand that helps fight mosquitoes inside homes, wanted to stamp out the mosquito menace at these breeding grounds. To answer the brief, VML created "The Killer Pack".
The Killer Pack
A pack that kills mosquito larvae at the source
Client
- Maxx Flash
Office
- India
A killer idea! Smart and effective when the packaging itself serves an important function beyond the product itself. An impressive example of packaging with a second life which doesn’t require any special treatment – just throw away and it does the job in the landfill. Clever and purposeful.
Susanna Barrett
Creative Director & Co-Founder, The Studio
Life-threatening diseases like dengue and malaria were on the rise in certain hot pockets of India. This was unique because the number of mosquito-related cases typically only sees a rise during the rainy season. This was also worrisome because the medical system was already overburdened by the pandemic.
While Indians were using mosquito repellent products to fight mosquitoes inside the home, disease control authorities pointed at new breeding grounds popping up outside homes at garbage collection points. These garbage dumps provided optimal conditions for laying eggs, creating a vicious cycle.
Maxx Flash, a mosquito coil brand which helps fight mosquitoes inside homes, wanted to help fight the mosquito menace even at these breeding grounds. So it introduced "The Killer Pack" – a 100% biodegradable packaging lined and printed with 5% active probiotic Bacillus thuringiensis (sereotype H14,) which kills mosquito larvae when disposed in garbage dumps, dustbins, garden ponds, stagnant water and stormwater drains.
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Awards
2022 Cannes Lions
Health & Wellness
Grand Prix
2022 Cannes Lions
Innovation
Silver
2023 Adfest
Design - Packaging Design
Gold
2023 Adfest
Design - Product Design: Innovative & Sustainable Design
Silver
2022 D&AD Impact
Local Solution
White Pencil
2022 D&AD
Direct - Health & Wellbeing
Wood Pencil
2022 D&AD
Packaging Design - Materials
Wood Pencil
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