Hydro-Québec places real dangers front and centre on construction sites

Hydro-Québec is launching a unifying safety campaign, designed by lg2, on the importance of prevention measures on construction sites. Until mid-November, the government corporation will mobilise to remind people of the importance of safety and risk control in the workplace. With one in 20 Quebecers working in the construction industry, Hydro-Québec wants to show that exposure to risks and hazards is real in a poster campaign that uses the industry's visual codes.

A Trompe-l'oeil to capture the imagination

In order to create a feeling of solidarity among everyone working on construction sites, the posters were designed to put people at the heart of the dangers. As a result, the graphics have been humanised to showcase risky, potentially dangerous situations. For this first awareness campaign, the posters will highlight three conditions on work sites that can cause accidents: distraction, visibility and rushing. These images speak for themselves and are intended to encourage discussion and cooperation among people working on construction sites.

Speaking the same language

The on-site posters are supplemented by a radio advertising campaign with three awareness messages designed to attract attention by borrowing from typical elements found in beer, renovation and utility vehicle ads.

"To create the visuals, we went directly to the field where the photos were taken from the top of a 25-foot crane. We tried to replicate the silhouettes on the pictograms as closely as possible to create a trompe-l'oeil effect. - Alexandre Jutras, associate creative director, lg2.

"The medium of choice for reaching people at construction sites is radio. To attract their attention, we used the codes of ads that are generally aimed at our target audience to create a mislead and get our message across effectively." - François-Julien Rainville, copywriter, lg2.