HENRY COFFEY

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HENRY COFFEY

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HENRY COFFEY

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ADS FOR RATS

FEB 2025

FEB 2025

You don't have to be a big agency to make a big impact. To prove this, we created the world's first ad agency marketing to rats.

PRESS

Ad Age - Editor's Pick

The Des Moines Register

Detroit Free Press

Tallahassee Democrat

1010WINS NYC

NY1 Morning News

Breaking + Entering

Little Black Book

RECOGNITION

D&AD New Blood Black Pencil

D&AD New Blood Yellow Pencil

CREDITS

STRAT: Emma Kerencheva

CW: Boyan Zlatarski

CW: Callum Leitenberg

ROLE

Concept, Copy + Execution

PRESS

Ad Age - Editor's Pick

The Des Moines Register

Detroit Free Press

Tallahassee Democrat

1010WINS NYC

NY1 Morning News

Breaking + Entering

Little Black Book

RECOGNITION

D&AD New Blood Black Pencil

D&AD New Blood Yellow Pencil

CREDITS

STRAT: Emma Kerencheva

CW: Boyan Zlatarski

CW: Callum Leitenberg

ROLE

Concept, Copy + Execution

We put tiny billboards all over NYC. Each ad envsioned how an existing human product could become useful to a rat.

Both rats and humans noticed. They even ignored giant ads to look at rat ads.

Way more humans than we expected.

0:00/1:34

We launched on social and became thought leaders in rodential marketing.

We even inspired Kraft's official account to make a competing ad for pigeons.

Every ad matched the design language of its brand. Here's the full gallery.

This case study explains everything.

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