To inform about the new disposal campaign for old pillows and grab the attention of the
During the campaign, the movie “Pet Sematary”, a highly anticipated remake of the
novel by Stephen King, was released at the box office. By this date, we created a landing showing a
gloomy cemetery of home pillows and presented them as living dead, posing threat to humans.
We explained to the audience that it was futile to try to extend the life of old
pillows, their disposal
being the only beneficial way to get rid of them. Otherwise, they would return as garbage - scaring, half-
rotten, killing everything around.
We gave serious thought about how to make people dispose of their old pillows and decided to work on
the territory of “fear”, in other words, to scare them using a non-standard special project.
At that moment, “Pet Sematary”, a movie based on the novel by Stephen King's, was
is very useful to our concept to “scare”. We decided to compare the old, cramped,
uncomfortable, dirty pillows with monsters and convey the atmosphere of a gloomy and creepy
Within the special project, we prepared a landing demonstrating several clickable
pillows, their group
resembled tombstones. The click opened a window with a short description of the history of a pillow
and/or the harmful effect it has on a person or the environment. For example: “Abandoned by their owners,
the pillows were deprived of a dignified death, and now an
ancient, terrible evil lurks within each of them.”
As the “stop the evil” button was clicked, the user went to the website with a recycling
they could buy any with up to 55% discount.