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When the Ministry of Infrastructure and Water Management asked us to create a fireworks campaign to raise awareness about the risks, we decided to tell the factual story of these risks by communicating like a New Year’s Eve Lottery ourselves.
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241x more chance of a hit on the head than a hit of top prize
Everyone automatically participates in the Lottery you don't want to win, even if you are only a spectator. According to research by VeiligheidNL, as many as 46% of victims are bystanders. Fortunately, opting out is easy: wear fireworks glasses, use a lighting fuse and keep your distance.
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And we told the world
We launched the campaign on December 18 with OOH, DOOH, various bumper ads on platforms such as Youtube, Twitch, Instagram and Snapchat, as well as influencer content that's releasing soon.
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Awards
ADCN - Advertising Outdoor: Bronze
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Ready to ignite a bold and buzz-worthy campaign?
Judith Langeslag
Sr. Account Director
j.langeslag@cheil.com