Ontario Power Generation: advert-body-4 by The Hive

The Hive has created an animated fish tale with a twist to raise awareness for dam safety for Ontario Power Generation. Created by Toronto-based agency The Hive, Dammy is the mascot of a new campaign from Ontario Power Generation, which casts a slightly different spin on the classic fish tale. In 'Stay Clear, Stay Safe,' a fable told in campfire song, Dammy spends his life in search of a big fish. As he grows from kit to a grown beaver, it seems like he’ll never make his catch – until one day he spies the perfect fish leaping from the water. The only problem is that it’s precariously close to a hydro dam. Ignoring the warning sign, Dammy sets off to make his catch and his story takes a potentially deadly turn. The song ends with the cautionary line 'Lots of fish there will always be… but just one you and just one me.'

Ontario Power Generation’s goal is to promote safety and create awareness around the dangers of fishing and swimming too close to hydro dams and stations. Aimed at anglers, cottagers, water enthusiasts, and people who might discount the severity of risk, the campaign uses winsome animation, rustic appeal and nostalgia to make a connection. And if Dammy reminds you of another safety spokes-animal, the connection is intentional: Dammy was inspired by the image of Smokey the Bear, the classic fire-safety figure.