The Portuguese safety footwear brand, TOWORKFOR, was present in this 11th edition of ‘The M&P Creativity Awards’. This event is organised by the newspaper Meios & Publicidade with the purpose of distinguishing the best national advertising. TOWORKFOR participated with the campaign ‘Risky Advertising for Safety Workwear’. With this, it was nominated for 7 shortlists in 5 of the 16 evaluation categories:
Television/Cinema, Radio, Press, Outdoor, Digital, Activation, Events, Public Relations, Relationship Marketing, Media Planning, Sustainability and Social Responsibility, Alternative Support/Innovation, Integrated Project, International Markets, Self Promotions and Lusophone Markets
The awards presented to the ‘Risky Advertising for Safety Workwear’ campaign were:
🥇 1 Gold – Best ‘Risky Advertising for Safety Workwear’ Campaign.
🥈5 Silver – Best Film (x3) : Smith / Tom / Wesley
Best Planning / outdoor use
International Markets
🥉1 Bronze – Best integrated project
In brief the admittedly risky campaign is made up of three films – Can Tom Cruise?; Wesley Snipes? ; Will Smith? – starring three characters with internationally recognized names.
It aims, first of all, to present the new TOWORKFOR safety clothing collection, and therefore generate more awareness and position the brand strongly at the international level. TOWORKFOR also revealed this new bold and daring side while presenting its new security clothing collection.
Finally, the ‘Risky Advertising for Safety Workwear’ campaign took TOWORKFOR all over the world. As a result the brand reached more than five million people impacted by the adverts, a 300% increase in visits to the website, and a 200% increase in online shop sales.
Correspondingly to the huge exposure that TOWORKFOR has achieved, the campaign is now proud to have a total of 16 advertising and creativity award wins – 9 at the CCP Advertising Festival and 7 at the M&P Creativity 2022 Awards.
And the best thing is that none of the celebrities targeted have sued the brand.
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