Ontario Power Generation: Stay Clear, Stay Safe - A Cautionary Tale by The Hive

Agency: The Hive
Date: Jun 2018
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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.


Title: Stay Clear, Stay Safe – A Cautionary Tale

Client: Ontario Power Generation

SVP Corporate Affairs: Jennifer Rowe

Director, Corporate Brand Management: Kathy Nosich

Manager, Corporate Brand Management: Kathy Peck

Agency: The Hive, Toronto

Chief Creative Officer: Simon Creet

Associate Creative Director: Meghan Kraemar

Writers: Meghan Kraemer, Steven Preisman

Art Director: Meghan Kraemer

Business Director: Cameron Stark

Account Management: Alexandra Giffin

Project Management: Chris Bielawski, Brandon Vignali

Planning: Hannah Newport

Agency Producers: Kirsten White, Sumit Ajwani

Production Company: Aardman Animations

Director: Magdalena Osinska

Producer: Sami Goddard

Audio: Apollo Studios

Singer/Songwriter: Ken Whiteley

Print Illustrator: Tavis Coburn

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