At Onlia, safety is their obsession. But many Canadians aren’t aware of the brand at all let alone how obsessed they are with safety. We created a series of quirky characters with very particular, somewhat extreme views on safety. The campaign also did double duty as a full rebranding exercise where we introduced the audience to a distinct new look and feel to re-announce the arrival of this quirky brand persona into the marketplace as a serious competitor with a distinct point of view.