Mortein - Louie ‘The Fly’ Hunt

Turning every dead fly into an ad for Mortein.

For decades, Mortein’s mascot, Louie the Fly, met his end on TV, only to buzz back each summer like a relentless cliché. But with a new generation of homeowners tuning out, we handed them the power to kill him off themselves. In this campaign, Mortein turned Australia’s worst fly season on record into a nationwide manhunt, offering a $10,000 bounty on Louie’s head. Using augmented reality and AI-powered fly recognition, Aussies scanned dead flies via an mobile app to see if they’d caught Louie. Each scan doubled as a Mortein product demo, turning 3 billion flies into 3 billion personalised ads. This gamified approach merged nostalgia with cutting-edge technology, boosting engagement and driving a 132% surge in sales.