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Creative agency Superheroes is helping New Yorkers ward off pesky rats in its latest campaign.
Introducing "The Janklet," a piece of ankle jewelry designed to help citizens walk the streets of Gotham City without the fear of the small critters interrupting their daily activities.
The product was made as a solution to the growing population of rats in the city, which currently stands at about 3 million, meaning there's one rat for every two New Yorkers.
Crafted by jewelry designer Daniel Jewelry Casting, each Janklet includes handmade bells and finished with a beautiful brass, making it the perfect accessory for anyone who's had it with New York's rats but also want an effortlessly stylish piece to add to their everyday wear.
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The Janklet marks the latest initiative from the agency as part of its ongoing "Saving NY From..." efforts.
SuperHeroes Chief Creative Hero Rogier Vijverberg shared his thoughts behind the campaign, saying the agency is happy to "provide a fashionable solution to the city's rat abundance."
"The Janklet’s rat-defending brilliance lies in its simplicity," he added.
It's cute, it's classy, and above all, it's creative — this new effort from SuperHeroes underscores the agency's ability to create engaging campaigns that seamlessly blend fashion and local culture.
A Fashionable Rat Repellant
To introduce the product and highlight its practical yet stylish design, the agency teamed up with NY-based photographer Sophie Ming and model Cassie Daly to create an editorial photo series shot in lower Manhattan.
Additionally, SuperHeroes also launched a short spot posted on Instagram interviewing real New Yorkers to hear their first-hand experiences with the city's rats.
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It starts off with passersby sharing their real-life encounters of seeing the rats at night, pulling food and making sudden movements that frighten them.
"They're all blood-thirsty animals," one comments.
The narrator then tells viewers about New York's growing rat population, and while the city is doing something about it, action is "too damn slow."
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This is why the agency took matters into its own hands and created the Janklet.
We then see shots of the accessory, with four high-frequency gold bells attached to it "that sends those pesky rats packin'."
"With every step, every jingle, we're taking back our city," the narrator shares.
Interviewees were then asked their thoughts on the product, which they praised for its innovative qualities.
"The Janklet: rats hate it, you'll love it!" the narrator says, as the spot ends.
New York has always been a thriving hub for creative minds, which is why many agencies are based there, making it a prime location for many campaigns.
Most recently, Apple TV+ promoted the second season of its award-winning series "Severance" with a pop-up event at Grand Central Station.
Meanwhile, NBC will launch an immersive experience on January 30 to celebrate Saturday Night Live's 50th anniversary.
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