Work Zone Safety Campaign
This campaign frames the road-side workers as proud heroes, both on the job, but more importantly at home. And rather than simply reminding drivers that these workers are fathers, mothers, brothers and sisters, we wanted to show them spending time with their real families. The campaign ran on billboards, ferries, and work trucks all over New York City — in many different languages.
We cast real employees, shot them and their families, as well as record interviews which were used for radio spots.