In an innovative move T&DA along with Havas Host, Reckitt and in partnership with Havas Red have transformed billions of pesky flies into flying ads for Mortein. Introducing the “Louie The Flyhunt” campaign, where Australians are invited to participate in a unique experience that combines traditional manhunt tropes with cutting-edge technology.

Set against the backdrop of the opening of Australia’s fly season, Mortein’s campaign features the notorious Australian icon, Louie the Fly, as the target in a thrilling fly hunt. Wanted posters featuring Louie, now Australia’s most wanted, have been distributed across the nation. The key visual for the campaign, crafted by a specialist FBI sketch artist, heightens the excitement as Australians are challenged to be the first to eliminate Louie the Fly.

T&DA has developed an interactive web app to facilitate the “Louie The Flyhunt” experience. The web app features machine learning via TensorflowJS to detect the presence of dead flies with a custom trained  object detection model and an augmented reality layer via 8thWall to reveal and replace the dead flies with CG flies and Louie.

Visit: www.louietheflyhunt.com