The Brief
To increase awareness among blue-collar workers on the importance of taking safety measures at the workplace seriously.
The Problem
The segment consists of many cultures, religions and dynamics. We therefore had to find a concept that each of these nationalities (Indonesian, Thai, Burmese, Chinese, etc.) could understand and relate to, in order to maximise our client's tight media and creative budget.
The Idea
Comic book superheroes mnemonic are a part of nearly every country, and stories of them saving the innocent from falling objects, disaster and impending doom have always been told. So we showed the "common" worker in a hazardous working situation – something every blue-collar worker is familiar with – and a superhero saving him from certain doom. The headline, however, reminded viewers that in reality, they would not be so lucky.
