Blainville: Fire prevention campaign
Aren't we all tired of the same old fire prevention campaigns? Here in Québec, we've been exposed to the same one for a few years. In a nutshell, it's a closeup of a persons burnt face with the tag line "Look at me!". Understandable that this campaign had a radical effect when it came out, it shocked up and defied what we were used to seeing on the roads.
However, if used for a few years, a shock campaign loses its edge and becomes stale, if not annoying. For the city of Blainville, we were challenged to come up with something different and fresh. We developped a solution that took the whole city by surprise; caricatures of family members who just got burned due to ignorance of standard fire prevention rules.
2010 CAMPAIGN
2009 CAMPAIGN
Besides city entrance billboards, we also developped cartoon characters in order to reach a younger audience. These were used on multiple promotional objects such as stickers, rulers and a comic book which were distributed in schools.
A microsite and multiple events were also created in order to reach a maximum amount of visibility.
The city received an enormous amount of positive feedback due to the campaigns innovative and friendly approach to such a serious subject. It also won a silver at the Summit International Creativity Awards in the PSA category.