Description
Trespassing and exclusion zone breaches at dams and weirs remain a major safety issue in regional Queensland. Traditional scare tactics weren’t cutting through and, in some cases, even normalised the behaviours they were meant to stop.
So with Sunwater, we set out to make safety aspirational, the confident choice, not the cautious one.
The result was Live Dangerlessly, a campaign that flipped the script. Instead of warning people what not to do, safety became the ultimate power move. With wit, swagger and a hair-metal attitude, the creative followed an everyday Queenslander who knows when to pull the plug on danger.
Grounded in behavioural science, the work makes safe choices feel smart, aspirational and fun, proving the slickest move you can make is following the warning signs.
This professional campaign titled 'Live Dangerlessly' was published in Australia in September, 2025. It was created for the brand: Sunwater, by ad agency: Engine Group. This Film medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted 2 months ago.
Credits
Creative Agency: Engine Group
Managing Director: Tim Weger
Creative Director: Mike Fritz
Senior Copywriter: Aiken Hutcheson
Studio Manager/Senior Designer: Megan Le-Nguyen
Graphic Designer: Keriana Salisbury
Senior Account Manager: Saxon Squire
Production Company: Tusk Media
Creative Director/Director: Luc Fern
DOP: Liam Lafferty
First AC: Ben Rennison
Producer: Dana White
Sound Operator: Dane Cody
Grade: Crayon
Client: Sunwater
Stakeholder Relations Manager – Operations: Letisha Lim
Senior Community Relations Advisor: Holly Noonan
Community Relations Coordinator: Wil Cooper
