Case · Syntra PXL
A campaign for Syntra PXL's safety training: three concepts, five videos and one kettle that whistled all the way to the cinema.
The question
Syntra PXL offers accredited safety training: prevention adviser, confidential counsellor and mandatory refresher courses. Strong programmes, but niche. The brief: put them in the spotlight and drive more enrolments. The catch: there are plenty of safety leaflets already, and nobody remembers a single one. The question was how to make a serious subject stand out, without making fun of it.
The idea
Syntra PXL gave us room to think outside the box. Our answer: one recognisable, almost absurd image per theme. A colleague literally letting off steam. An office where nobody sits properly. Images that stick, with a message that rings true for people who deal with safety every day. Laughing is allowed, as long as the seriousness underneath holds.
The campaign
Three concepts, five films. A film on mental wellbeing for the Confidential Counsellor course, an ergonomics film about an office on all the wrong chairs, and a testimonial from a former student who is now prevention adviser at Center Parcs. Both sketches come in 16:9 for website and screen, and in 9:16 for social. Script, direction, camera and editing were all done in-house, from first idea to final cut.
01 — Mental wellbeing
An employee is under so much pressure that steam is literally coming out of his ears. Until confidential counsellor Sally De Smet drops by and simply listens. Made for the Confidential Counsellor course.
Landscape · 16:9
9:16
02 — Ergonomics
In the ergonomics film the whole office works on the wrong chair: a toddler chair, a stepladder, an exercise ball. Recognisable enough to laugh at, painful enough to think about. Featuring training coordinator Armand Riem.
Landscape · 16:9
9:16
03 — Testimonial
Erik Smit trained at Syntra PXL and is now prevention adviser at Center Parcs De Vossemeren. We followed him through the park, from the kitchen to the pool. A testimonial that shows where safety training can take you.
Center Parcs De Vossemeren
“What a great result. De Vossemeren really comes into its own.”
On the big screen
At Syntra PXL's graduation event, the kettle film played on the big screen at the cinema in Hasselt. Afterwards, people from the audience came up to tell us how much they liked it, with compliments for whoever made it.
Reflection
A campaign doesn't start at launch. Enrolments rose before the first film went live. Not because of the films alone, but because of what they set in motion: staff who played the lead roles, a marketing team that carried the idea, a partner that opened its doors. Enthusiasm on the inside isn't a by-product. It's where results begin.
Credits
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