For this campaign, APM Terminals / Maersk wanted to raise safety awareness on their ports. The campaign was to be for internal and external use. The videos would be shown in the 120 ports they had in the world. The campaign I proposed was a 6-video campaign supporting the 5 corporate safety themes (transportation, pedestrian, working at heights, energy and storage, and weights and lifting), with a BTS for each film and a celebrity partnership featuring a Hollywood star. Two hashtags were created for the campaign: #safetyfirst and #rulestoliveby.
The campaign was translated in 10 languages and represented 18 million views worldwide. After the initial release, a significant decrease of casualties on APMT’s seaports was noticed, and soon after Maersk was awarded the coveted United Nations Maritime Safety Award.
Tasks included
- Copy/Concept
- Art Direction
- Script writing
- Producer
