‘Risky Advertising for Safety Workwear’ Campaign
The Portuguese safety footwear brand, TOWORKFOR, was present at this 11th edition of the ‘M&P Creativity Awards’. This event is organized by the Meios & Publicidade newspaper with the purpose of distinguishing the best national advertising. TOWORKFOR participated with the ‘Risky Advertising for Safety Workwear’ campaign.
The campaign was shortlisted 7 times across 5 of the 16 evaluation categories:
Television/Cinema, Radio, Press, Outdoor, Digital, Activation, Events,
Public Relations, Relationship Marketing, Media Planning,
Sustainability and Social Responsibility, Alternative Support/Innovation,
Integrated Project, International Markets, Self-promotions and
Lusophone Markets
The awards granted to the ‘Risky Advertising for Safety Workwear’ campaign were:
🥇 1 Gold – Best “Risky Advertising for Safety Workwear” Campaign
🥈5 Silver – Best Film (x3): Smith / Tom / Wesley
Best Planning/Outdoor use
International Markets
🥉1 Bronze – Best Integrated Project
The campaign, above all unabashedly risky, consists of three films – Can Tom Cruise? ; Wesley Snipes? ; Will Smith? –, starring three characters with internationally recognized names.
It primarily seeks to present the new TOWORKFOR safety clothing collection and, consequently, generate more awareness and position the brand more strongly at an international level. Thus, TOWORKFOR revealed this new daring and bold side while presenting the new safety clothing collection.
Finally, ‘Risky Advertising for Safety Workwear’ took TOWORKFOR around the world. The brand reached more than five million people impacted by the ads, a 300% increase in website visits, and an increase of approximately 200% in online store revenue.
In addition to the enormous exposure, as a result, TOWORKFOR has managed to ensure that the campaign now proudly boasts a total of 16 advertising and creativity award achievements – 9 at the CCP Advertising Festival and 7 at the 2022 M&P Creativity Awards.
And the best part is that none of the targeted celebrities sued the brand.