Chimney Group and Ogilvy Health are sending a critical reminder to New Yorkers to wear a mask to help promote Covid-19 safety amidst the city’s reopening.

The campaign targets younger people in particular, who may feel invincible to Covid-19, taking a uniquely comedic approach to get them to pay attention to this life-saving message.

Tapping into pop culture, the one-minute PSA showcases a less-than-friendly looking protagonist walking around the streets of New York in a hockey mask.

Chimney director Sam O’Hare, in collaboration with Ogilvy Health ECD Toby Trygg and Freelance CD Ace-Henry McEnroe, created the piece.

“This is such an important message” says Sam O’Hare. “Being able to get it across in an unexpected way by playing with character, stereotypes and audience expectations was really fun.” 

"I have to give a huge thanks and shout-out to all the talented people who brought this across the finish line," says Toby. "We are all truly proud of it and think it stands out in the sea of creativity we have all seen during this pandemic."