DraftFCB combats home assassins for ACC Home Safety Action Week

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  • October 5, 2012
  • StopPress Team
DraftFCB combats home assassins for ACC Home Safety Action Week

If you just so happen to be sitting on a chair on top of your Persian rug with a power chord nearby, clearly you like living dangerously. Or maybe you just don’t know that your chair is in fact a four-legged assassin conspiring with the other objects in and around your house to cause your demise. So, in an effort to draw attention to the unsuspecting objects that are often implicit in home-related injury, DraftFCB launched ‘Fight the 5’, its campaign for ACC’s Home Safety Action Week. 

The campaign, which incorporates radio, TVC and posters, focuses on the five common everyday objects that cause falls: moss, rugs, power cords, chairs and puddles.

DraftFCB Wellington general manager Paul Irwin says tactics that involve pointing the finger or scaring people into action make it “easy for people to opt out”, so the strategy for this year's Safety Week campaign was to shift the focus from the individual to five common hazards.

http://www.youtube.com/watch?v=iSbztZU91qQ

http://www.youtube.com/watch?v=75L3MczqE-o

http://www.youtube.com/watch?v=HW9V_m5nBYc“Focusing on seemingly harmless everyday objects has provided rich territory for our creative. We’ve used humour and headlines crafted from the actual hazards to capture Kiwis’ attention, while reinforcing it’s really easy to take action to make your home safer. What’s more, the campaign is being supported by a wide range of retail partners with products to help you deal to the hazards around your home.”

As well as crafting headlines from the hazards, the radio campaign features a series of commercials, each hazard adopting a suitably apt personality as it defends its actions.

                       

“Don’t call me a lethal snake,” comments the power chord. Meanwhile, the Persian rug insists: “No way, I’m no evil bone braker. I’m a snugly Persian rug, lying here in the hallway where you tripped over me. So stop blaming me for your fractured wrist. If you don’t like how I roll, just hold me down with some double-sided tape.”

MediaWorks Integration partnered with DraftFCB to bring the concept to life on TV, and all the ads were produced in-house at MediaWorks.

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