Hooking Ontarians on the dangers of dam water
Dams are a critical source of energy in our communities. But every year in Ontario, there are a few fishers, swimmers, and boaters who float too close and get injured — or die. Ontario Power Generation needed to create a summer water safety campaign that showed the dangers lurking beneath the surface.
We caught an interesting parallel between the way humans are enticed by seemingly still dam waters and how fish are drawn to shiny lures. In both cases, the appeal quashes any fear. Working with the insanely multitalented Justin Poulsen, we built miniature models of summer dam scenes and transformed them into lures. To amplify our OLV, print, and OOH, we sent influencer kits (read: tackle boxes with custom lures) to big fish in the fishing community and helped Ontarians see dam water in a different light.
