APM Terminals is a global provider of port and shore-side cargo services. Its mission is to provide safe, efficient and sustainable container handling services. That is why, when faced with a breach of the traffic plan, resulting in numerous incidents related to the misuse of machinery and lack of attention to regulations, we at V3rtice have taken action to help, applying our expertise in corporate graphic design and strategy.
Our strategies for the initiative
From V3rtice, we have taken on the complete development of an internal communication project, ranging from the conceptualization of the idea to the execution of seven different graphic pieces. For this, we have worked on a creative approach specifically adapted to the environment and the safety needs of the Terminal.
The challenge has been to encourage safe behavior among workers, avoiding the usual information overload in this type of communications. To achieve this, we synthesized the key points of the traffic plan into ten short, clear and easily memorable messages.
To reinforce this idea, we have opted for a striking, minimalist and approachable campaign, where the focus has been inspired by Playmobil dolls. Through humor and fun, we have represented incorrect situations to highlight which behaviors should be avoided, facilitating the understanding and assimilation of the message.
The slogan “Act safely: if you pass, don’t pass” has also been devised as an integral part of this strategy, aiming to be direct, memorable and aligned with the overall tone of the campaign.
About the corporate graphic design campaign “Act safely: if you pass, don’t pass”.
The end result has been a communication campaign based on a set of graphic pieces that, in addition to informing, have also generated an emotional response and have facilitated the memorization of the message.
To ensure effective communication in different formats and channels, we have developed multiple graphic and audiovisual supports such as flyer design, advertising banners, newsletters, corporate video, capsules for social networks, informative canvas and vinyls, strategically placed at different points of the Terminal.
Thanks to this campaign, at V3rtice we have proven that humor, exaggeration and the visually unexpected can be very powerful tools to generate impact and recall. Sometimes, showing the wrong from the absurd -such as a toy figure committing an infraction- is much more effective than representing the norm in a neutral or passive way, demonstrating the effectiveness of creative campaigns..
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