Sentry Pest Control

Objective: Create an ad campaign for a local service related business. Choose a target market and successfully execute a campaign that they will respond to.

Solution: I chose to do a pest control company. The target audience predominately consists of “Mother Hens.” This is a psychographic profile that has been attached to married or single mothers in their late twenties to early forties. Generally, mothers in this age bracket spend countless hours caring for their children. They desire nothing more than the safety and comfort of their sons and daughters, especially around the home. The campaign slogan is “This is not Child’s Play.” This tag line accomplishes two tasks. First, it implies that the competition is more interested in the profit than the customer. Second, it suggests that Sentry, in contrast, cares first and foremost about the customer. By designing the campaign visually and conceptually around nursery rhymes, they speak a language that is clearly and effectively understood by the target audience. In other words, Sentry Pest Control is committed to putting that “personal touch” in their work.


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For the unconventional/guerrilla campaign we made a mouse on wheels that you can have run into people's houses.