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Western Power: Digger

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Western Power came to 303 MullenLowe for a platform and safety message that would cut through regulatory safety messages and talk directly to contractors.

303 MullenLowe worked with Western Power to develop the safety platform, 360 AWARE. To launch the campaign, safety ambassador Al the Owl delivers the campaign’s key message: “Before anything risky, look 360.”

Al is a safety ambassador with a difference: a seasoned contractor with feathers, multiple vertebrae and a thousand-mile stare.

Creative Lead, Dean Hunt of 303 MullenLowe, Perth adds: “Al the Owl’s sole aim is to prevent harm to the thousands of contractors working around live power in WA. We needed a fun character to deliver a serious message to experienced contractors willing to reject safety messages from authority figures. If Al can save a career or prevent a serious injury, it will have all been worthwhile. Bringing Al to life with the team at Western Power has been a real hoot.”
Credits Other credits

Media Director: Bec Oliver

Digital Media Director: Sasha Neame

Media Planner: Lucinda Kitney

Head of Digital: Peter Liddell

UX Designer: Douglas Lemos

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