Overview
The world's deadliest
serial killer isn't human.
The world's deadliest
serial killer isn't human.
Mosquitoes kill more people than any human serial killer, yet few people truly fear them. By drawing chilling parallels between the female Aedes mosquito and human murderers, we turned ordinary mosquito behaviour into crime scenes people couldn't ignore.
Mosquitoes kill more people than any human serial killer, yet few people truly fear them. By drawing chilling parallels between the female Aedes mosquito and human murderers, we turned ordinary mosquito behaviour into crime scenes people couldn't ignore.
Year
Year
2023
2023
Agency
Agency
DDB Singapore
DDB Singapore
DDB Singapore
Dengue is one of the world’s deadliest killers.
Dengue is one of the world’s deadliest killers.
Hospitals fill with dengue patients every year and thousands die, yet it barely inspires fear.
People blame cleaners and authorities, not themselves. That belief removes responsibility and lets bad behaviour continue, no matter how often toilets are cleaned.
Fear sharpens when danger feels human rather than statistical.
Fear sharpens when danger feels human rather than statistical.
That is why serial killers put us on edge.
That is why serial killers put us on edge.
The Aedes mosquito shares disturbing parallels with a human serial killer.
Through that lens, dengue no longer feels abstract.
The Aedes mosquito shares disturbing parallels with a human serial killer. Through that lens, dengue no longer feels abstract.
So we reframed dengue as a human serial killer.
So we reframed dengue as a human serial killer.
This serial killer is usually heard before it's seen.
This serial killer is usually heard before it's seen.
A four-part true crime podcast used sound as its final clue, letting listeners experience the investigation before discovering the killer's identity in the closing moments.
People blame cleaners and authorities, not themselves. That belief removes responsibility and lets bad behaviour continue, no matter how often toilets are cleaned.
