Challenge

A Tale Worth Telling

The message is extremely important: Digging without calling 811 is dangerous. And the U.S. Department of Transportation wanted to make sure that every contractor, excavator and do-it-yourselfer knew about the national number. But to reach a broad audience, the new PSA would have to cut through the clutter.

We realized that to reach people, DOT needed television and radio spots that would be both noticed and remembered.

Solution

Enter Seven Guys

We realized, it’s really a cautionary tale – one with a strong moral – and a potential grim outcome.  So we turned to the Brothers Grimm and mined their stories for a particular group of miners who face danger at every turn. Our allegory took shape: a fairytale to transform a prosaic safety message.

Grimm fairytales are filled with beautiful people who are blithely unaware of the dangers that surround them. The same can be said for those unsuspecting souls from our world who are digging in the ground. This was our starting point.

Location was key. And, believe it or not, there’s a castle in Chevy Chase, Maryland! From there, we created Fairytale Acres and populated it with the usual suspects then we filmed, hiding some Easter eggs along the way. See how many fairytales you can find.