Safety Bars
for BeSmartWorkSafe

To be honest: It almost sounded too cheesy when we suggested rap songs for BeSmartWorkSafe on TikTok to raise awareness for safety at work within a young target group. They key: Collaborating with artists who are actually big on TikTok and know how the target group ticks. We even got Swiss Music Award Winner EAZ to drop two songs for the campaign.

The result: We produced almost a whole music album. People were even asking for Spotify releases in the comment sections. I would listen to them…does this make me less or more boomer? Either way, luckily this went from thinking that might be cheesy to “hey, that’s a vibe!”

My role: Concept, copy
Art direction, concept: Simon Clement, Gabriel Schuster
Copywriting: Vincent Geller
Creative direction: Bruce Roberts
Project management: Yannic Hannover, Michela Girola
External partner: Headz Agency