Making distant danger feel dangerously close

Making distant danger feel dangerously close

Making distant danger feel dangerously close

Making distant danger feel dangerously close

Making distant danger feel dangerously close

Dutch Government

The challenge

For boys aged 15–20, fireworks are all about adrenaline, excitement and sharing the moment. But their fascination blinds them to the danger, making eye protection the last thing on their minds. How could we make the risk impossible to ignore and turn wearing safety glasses into the norm?

For boys aged 15–20, fireworks are all about adrenaline, excitement and sharing the moment. But their fascination blinds them to the danger, making eye protection the last thing on their minds. How could we make the risk impossible to ignore and turn wearing safety glasses into the norm?

Our solution

Our solution

We brought the danger into the firework videos they love watching. Disguised as user-generated content, immersive POV films put viewers dangerously close to the action, revealing just how unpredictable fireworks can be. With one unmissable detail: everyone wears safety glasses. Turning eye protection into the new normal.

Bringing the message
into their world

Bringing the message
into their world

Bringing the message
into their world

Bringing the message
into their world

 Bringing the message
into their world

We made the campaign part of their natural environment. From social reminders and branded content to street posters and reverse graffiti at the very spots where they set off fireworks. Making the message impossible to miss, online and offline.

 

We made the campaign part of their natural environment. From social reminders and branded content to street posters and reverse graffiti at the very spots where they set off fireworks. Making the message impossible to miss, online and offline.