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This Smart PSA Will Seriously Make You Think Twice About Getting Gung Ho With Power Tools

Creative 284 Add to collection

Irish International BBDO and Partizan's Nadav Kander's Health and Safety Authority campaign is simple yet chilling

This Smart PSA Will Seriously Make You Think Twice About Getting Gung Ho With Power Tools

Irish International BBDO, Ireland’s leading communications group, has today launched a new television campaign for the Health and Safety Authority (HSA).  Airing on Irish television - “Tools” delivers a stark reminder about the importance of adequate safety measures on construction sites and highlights the catastrophic consequences that can occur if those measures are ignored.

Shot by famed photographer, turned director, Nadav Kander, "Tools" takes a simple message about workplace safety and creates a chilling and effective commercial that powerfully illustrates what can happen if safety measures are not adhered to on construction sites.  Set to the soundtrack of "Sixteen Tons" sung by Mersey-beat singer Johnny Sandon during one long panning shot, the viewer sees a series of tools commonly used in the construction trade - spirit levels; hammers; nails and screwdrivers.  A title reads: "Building is hard." The shot continues and the tools gradually change and the viewer now sees surgical instruments - rehabilitation bars, mirrors, scalpels and the titles continue: "Rebuilding is harder."

According to Gavin Lonergan, Head of Communications and Customer Relations, Health and Safety Authority: "Our new campaign is respectful of the tough job construction workers do on a daily basis. The message is very clear; construction workers need to be alert for the dangers they face every day or they risk getting up close and personal with tools of a different kind…the kind used by medical professionals. The new campaign, coupled with our ongoing information campaigns and enforcement activity, will serve as a stark reminder to all those in the industry that safety must be the number one priority for all concerned.”

“Tools” will air on Irish television, (RTE, TV3, TG4, Sky and Channel 4) from Monday, November 23rd, 2015. 

Nadav Kander, most recently directed the award-winning Superbowl domestic violence PSA (USA), that was shot using a real 911 call.


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Production Company

Director: Nadav Kandar

Producer: Lucy Hayes


Composer: Merle Travis

Song: Sixteen Tons

Creative Agency

Art Director: Clayton Homer

Copywriter: Dillon Elliott

Creative Agency: Irish International BBDO

Director of Production: Noel Byrne

Executive Creative Director: Dylan Cotter

Categories: Safety, Corporate, Social and PSAs

BBDO Dublin, Mon, 23 Nov 2015 14:07:58 GMT