Ogilvy gets armed and dangerous for new EPA campaign

Ogilvy and Mather New Zealand has thrown hand grenades, assault rifles and handguns at a new EPA (Environmental Protection Authority) campaign that’s geared at getting Kiwis to think about the impact of hazardous substances. ‘

The campaign combines provocative imagery with the tagline ‘Same result. Different time frame.’ to remind the public that dangerous products don’t always kill instantly.  

Ogilvy and Mather’s executive director Angus Hennah says, “By comparing seemingly innocuous substances with deadly weapons we believe our target will pause to consider their own health and safety.”

Instead of taking the verbose route by trying to explain why the products are dangerous, Ogilvy and Mather has chosen to be economical with words and simply reminds people that these products are dangerous.  

The posters have been placed in industrial areas in order to catch the attention of those who work with hazardous substances every day. And to further extend the reach of the campaign, Ogilvy and Mather has also created a complementary radio ad that has been scheduled to play during factory break times.     


Agency: Ogilvy & Mather New Zealand
Client: Environment Protection Authority
Product: Hazardous Substances
Clients: Sharon Oxley & Sarah Luxenburger
Executive Creative Director: Angus Hennah
Creative Directors: Matt Simpkins & Rupert Hancock
Senior Account Director: Christina Mossaidis
Photographer: Lindsay Keats
Retoucher: Geoff Francis

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