The Hive's New Campaign for OPG
July 10, 2018
In their newest campaign for Ontario Power Generation (OPG), Toronto-based agency The Hive invites you to sit around the campfire with Dammy The Beaver.
To raise awareness for dam safety and the dangers of ignoring cautionary signs, The Hive has created 90- and 60-second animated spots called “Stay Clear, Stay Safe” that showcase OPG’s newest mascot, Dammy.
The spot revolves around a campfire jingle that narrates the life of Dammy and his quest to catch a prized fish. From kit to full-grown beaver, Dammy always comes up short with his big catch until one day he ventures out near a dam. Just as Dammy’s luck seems to turn around, he ignores the warning signs on the banks of the water and finds himself in a dangerous fishing spot. The jingle ends with the line “Lots of fish there will always be…but just one you and just one me” to caution anglers, cottagers and water lovers. Take a look at the 90-second spot below.
The campy, retro-style spot allowed the creatives at The Hive to tackle a serious topic in a charming and relatable way. The team was also inspired by the classic safety mascot Smokey The Bear. “By telling this story in song, we were able to take a deadly topic and make it seem like a story you’d tell your kids around the campfire,” says Meghan Kraemer, associate creative director at The Hive, in a release.
Alongside the commercials, posters with taglines such as “Swimming near dams can put you in dangerous waters” can be seen in rural areas, where dams are largely located. “We care about people’s safety and wanted a campaign that would really resonate and connect with people, and drive home the message that these dams can be extremely dangerous, ” says Jennifer Rowe, OPG’s senior VP, corporate affairs.—Sabrina Gamrot
Title: Stay Clear, Stay Safe – A Cautionary Tale
Client: Ontario Power Generation
SVP Corporate Affairs: Jennifer Rowe
Director, Corporate Brand Management: Kathy Nosich
Manager, Corporate Brand Management: Kathy Peck
Agency: The Hive, Toronto
Chief Creative Officer: Simon Creet
Associate Creative Director: Meghan Kraemar
Writers: Meghan Kraemer, Steven Preisman
Art Director: Meghan Kraemer
Business Director: Cameron Stark
Account Management: Alexandra Giffin
Project Management: Chris Bielawski, Brandon Vignali
Planning: Hannah Newport
Agency Producers: Kirsten White, Sumit Ajwani
Production Company: Aardman Animations
Director: Magdalena Osinska
Producer: Sami Goddard
Audio: Apollo Studios
Singer/Songwriter: Ken Whiteley
Print Illustrator: Tavis Coburn