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Telling them to act responsibly only works counterproductive. So, together with the government we decided to turn the narrative and reframe 'safety behaviour' a bit.
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The safe explosion
Boys aged 15-20 have a distinctive affinity for one particular thing: explosions. During their Christmas break, they watch James Bond-type movies with scenes of entire city blocks blowing up. Although it may not seem like the best example, if you look closely, those superhero explosions are actually not that reckless: they're completely in control. In fact, that's what makes them so cool in the first place.
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The idea
In the commercial, we see a teenager confidently launching fireworks set against the backdrop of an 80's action movie scene. With goggles securely in place, a fuse in hand, and all steps calculated. The boy strides away, so cool and in control, he don’t even have to glance back at the erupting fireworks. The video concludes with a melodious message: "The year concludes well when you're in control."
The hero video was showcased in cinemas and on platforms like YouTube and Twitch. Shorter versions were shared on YouTube, Videoland, Instagram, and Snapchat to amplify the core message. Influencer Defano also lent his suppor
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Results
76% - Target group that remembered the message
37% - Increase in teenagers that talked about safety measurements online
7.4 - Campaign score from target group
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Awards
SAN ACCENTEN: SHORTLIST
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Would you like to change narrative too?
Judith Langeslag
Sr. Account Director
j.langeslag@cheil.com