How do you get people talking about your new brand of bug spray? For Orphea and their ad agency, all it took was a little creative thinking, a large billboard, and a sticky surface.

All they had to do was apply transparent glue to a designated section of the billboard, so that any bugs caught on it would appear to be trapped in the bug spray’s path. After a few days, nearly 230,000 insects gave their lives for the sake of advertising. Or, as Publicis Italy calls it, preventing 230,000 insects from bothering anyone else.

Cool? Imaginative? Disgusting? Yes, yes, and yes.

[h/t PSFK]