Cannes Lions

ANTI-FIRECRACKER CAMPAIGN

DDB DM9JAYMESYFU, Makati City / DEPARTMENT OF HEALTH / 2012

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Overview

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Credits

OVERVIEW

Execution

Since it was loud noises that the people were after, the Department of Health gave the public a better option—SFX: The Safest Firecracker Xperience, which packed just as big of a bang.

SFX: The Safest Firecracker Xperience was packaged to look like a giant firecracker. Inside, it contained a CD that had 9 tracks, featuring sound effects of the most popular firecrackers. SFX was distributed in government agencies and hospitals.

Outcome

SFX: The Safest Firecracker Xperience exploded in the media, making the front pages of daily newspapers and being featured in the news on television and radio. It likewise had a huge online following--trending on Twitter and various social media outlets.Taiwan also adapted the same idea for the Chinese Lunar New Year, distributing CDs which likewise contained firecracker sound effects. Best of all, this year’s injuries went down by a whopping 31% compared to last year’s.

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