This campaign aims to boost the reach of our TOWORKFOR and introduce the new TOWORKFOR language. The campaign also marked the launch of the new website and online store.
Consisting of three films - Can Tom Cruise? Wesley Snipes? Will Smith?, starring three characters with internationally recognized names. These characters are challenged to perform something risky. So we reveal this new bold and daring side of TOWORKFOR and also the new collection of safety clothing.
Finally, the Risky Advertising for Safety Workwear campaign took TOWORKFOR all over the world. It reached more than five million people impacted by the ads, a 300% increase in website visits, and a 200% increase in online store sales.
In addition to the huge exposure TOWORKFOR got, the campaign also won 2 gold, 5 silver and 2 bronze at the CCP Advertising Festival - 'Risky Advertising for Workwear'. And the best part is that none of the targeted celebrities sued the brand.