Montana State Fund Advertising
Exposing workplace safety risks. Hilariously.
Challenge
Remind Montana workers across all industries and businesses to keep workplace safety top of mind.
Solution
A memorable campaign featuring a totally unsafe and (almost) completely naked antihero named Gary.
Outcome
Statewide press exposure and campaign KPIs that were well above established benchmarks.
CHALLENGE
Challenge
Remind Montana workers across all industries and businesses to keep workplace safety top of mind.
SOLUTION
Solution
A memorable campaign featuring a totally unsafe and (almost) completely naked antihero named Gary.
RESULT
Outcome
Statewide press exposure and campaign KPIs that were well above established benchmarks.
The objective of this campaign was to use humor to encourage and remind Montana workers to keep workplace safety top of mind.
With this objective front and center, Montana State Fund’s Workplace Safety: You’re Naked Without It campaign was created.
The memorable campaign featured our ridiculous (and strategically positioned) antihero Gary, who represented an exaggerated metaphor about the importance of workplace safety.
Comparing the lack of safety at work to being naked at work was clearly an exaggeration, but it was a purposeful one, designed to grab viewers’ attention and make a point about workplace safety. This campaign accomplished our goal.
