Astronauta from Herbert Mattei on Vimeo.

The goal of this campaign is to prevent burn accidents in children. Its focus is to reach grownups, the adults responsible for the safety of little ones.
Unfortunately, the primary cause of burn accidents is carelessnes, usually everyday objects like matches, an iron, the stove, left inadvertently accesible to children. The campaign illustrates these everyday objects as shiny, colorfully irresistible toys, that deceivingly conceil their inherent danger.
Awareness is the first line of prevention.

The creative rationale focuses on the perspective of the child in danger. Their reality. What goes through their mind? Are they aware of their environment? Their vulnerability?
Children are wired with curiosity and imagination. Via exploration and role playing, their behaviour is driven by the relentless intent of learning how things work. It is precisely this behavior, the search of discovery, that inspired the campaign. Our challenge is making grown minds aware of the unseen dangers in our children’s perspective of life.