Title	DON'T BE A DUMMY
Brand	HEINEKEN
Product/Service	SAFETY VIDEO FOR BREWERS
Category	B04. Screens & Events
Entrant Company	ACTION Moscow, RUSSIA
Advertising Agency	ACTION Moscow, RUSSIA
Production Company	PARK PRODUCTION Moscow, RUSSIA

Name	Company	Position
Sandro Gelashvili	Action	Creative Director
Denis Krupchatnikov	Action	Creative Group Head
Olga Zorina	Action	Copywriter

The Campaign

Problem: Safety videos usually are boring & it’s often hard to watch them to the end and that can cause injuries of the employees & visitors Solution: Bring cinema approach to safety video by creating an interesting story that will stress all important rules in engaging way The story: If you don’t want to get hurt on your tour - don’t be a Dummy! There is one already – and he loves his job. Two characters illustrate the right and wrong ways to behave while on tour. The charismatic host explains and shows the rules, while his junior colleague Dummy, a lovable yellow stunt dummy, curious by nature, demonstrates how breaking the rules can be dangerous. Dummy handles the danger with comedic awkwardness and has a tendency of doing all the wrong things, but unlike you - he can’t get hurt! The host is self-confident, professional and playfully indulges Dummy’s actions. While visiting each key location of the factory, both the characters and their relationship develop. They are a weird couple at first, but by the end seem like the perfect partnership; great at what they do together by caring for your safety at the Heineken brewery.