WorkSafe and FCB New Zealand’s wild new campaign – challenging Kiwis to take a fresh look at workplace safety – is now live.
The launch TVC asks workers to be more proactive by listening to their ‘inner-meerkats’.
Historically, workers have been told to follow the rules. And, to be fair, the rules are great for the basics, like “wear a hardhat.”
But in the last five years, WorkSafe has recorded 363 workplace deaths and over 120,000 workplace injuries.
WorkSafe Marketing Manager, Chris Green, says: “Ultimately, we needed a campaign that empowers all in the workplace to take action if they are concerned about something going wrong.
“This is about moving away from considering health and safety as clipboards and checklists – to really caring about people. Meerkats have each other’s backs and New Zealanders should have each other’s too.”
The hero TVC – a product of the film direction of Sweetshop’s Mark Albiston and the visual effects wizardry of Blockhead VFX – extends into OOH, digital and social, with a series of heroic portraits by Match Photographers’ Ross Brown.
FCB Executive Creative Directors, Leisa Wall and Peter Vegas, say: “We really admire WorkSafe for their bravery. They knew that if they wanted to create real behaviour change and a platform that’s going to last, they’d need to do something radically different. They took the leap with us and we couldn’t be more proud of the result.”
Agency: FCB New Zealand
Creative: David Shirley
Creative: Melina Fiolitakis
Production Company: Sweetshop
Director: Mark Albiston
Executive Producer: Ben Dailey
Exectutive Producer: Kate Roydhouse
Producer: Larisa Tiffin
DOP: Marty Williams
Production Designer: Neville Stevenson
Offline editor: Luke Haigh
Character Design, Animation & Visual Effects: Blockhead
Sound design & Original Soundtrack: Cam Ballantyne
Stills photography: Ross Brown