WORK         INFO

THE WAR ON GERMS

Germ-X wanted a breakthrough campaign that would cover their current retail audience, but shift focus to a growing millennial userbase. 

HLK researched a strategic time of year that any audience could align with. Calling an all out war on these disgusting enemies at their most potent time — flu season. 

CREATIVE DIRECTION / ART DIRECTION 











CONSUMER INSIGHTS            









SOCIAL PROMOTIONS            
















MICROSITE GAME SERIES           








PROMOTIONAL POSTERS            








RICH MEDIA           















IN-STORE POSTER + PACKAGING           






IN-STORE DISPLAY            







ROLE     
Associate Creative Director, Team Lead


CREATED AT HLK     
Mike Dillon: Executive Creative Director
Jake Houska: Senior Copywriter

Tad Coburn: Illustrator

(This is only a concept, not final artwork)

© DOG     AND     DWARF

STL  MO  USA