Silly ways to be safe Campaign

Action24, an Irish home security company, wanted to take a fresh and fun approach to home security, moving away from the typical doom-and-gloom messaging. Enter the "Silly Ways to Keep Your Home Safe" campaign, where I played a multifaceted role in bringing this unique vision to life.

Spearheading the visual art direction for this campaign, I hand-illustrated all the key scenes, developed the colour palette and style guide, designed 9 original characters and their environments.

My creative direction was central to crafting the whimsical and engaging visual style that set this campaign apart. Working closely with an animator, we brought these illustrations to life, creating a dynamic animated campaign.

But my contributions didn’t stop there. I was deeply involved in the production management process for the campaign’s jingle.

Collaborating with a talented songwriter, we created a catchy and playful tune that encapsulated Action24’s key brand pillars. Using my copywriting skills, I helped tweak and perfect the song lyrics to ensure they were not only fun but also reflective of the brand’s core message of helping their customers to feel safe.

The campaign was a massive success, achieving:

• 8 million impressions

• A 63% reduction in cost per click

• A 47% reduction in CPM (cost per mile)

• A 194% increase in leads during the campaign

• The highest month in sales in 40 years for Action24

This project proved that even in an industry as serious as home security, there’s plenty of room for a bit of silliness. I’m incredibly proud of the creative strategies and hands-on work I contributed to this silly yet smart campaign.