CWS launches image campaign on the subject of safety

The company CWS offers its workwear in the rental service and thus guarantees its customers the safety of their workwear at the same time. The clothing is regularly washed, repaired, inspected and maintained. The importance of the functionality of protective clothing for employees is emphasized by the company with its new campaign "Safety that inspires". 

Image video with heart

The campaign centers on an image video in which a little girl is inspired by the CWS protective clothing worn by some construction workers to make the world a little safer. "We didn't want to produce a typical promotional video showing our service. Rather, we want to make a wide audience aware of the importance of safe workwear," explains Michael Stielow, Lead Product Management Workwear at CWS. CWS got celebrity support from "Herbee," a hedgehog who is a real Instagram star with his 1.5 million Instagram followers.

Increase awareness among normal consumers

CWS Workwear is rather unknown to the average consumer. "We only sell our workwear to companies. Professionals therefore know us. However, those who have never come into contact with workwear are probably not," says Stielow. Especially in trade and industry, protective clothing is required for employees and is subject to strict regulations. The employer is responsible for providing the protective clothing.

In the long term, CWS wants its workwear division to be as well known as the brand's hygiene division, which is known from public washrooms through cloth towel dispensers or self-cleaning toilets.

The Cologne-based agency Kaune, Posnik, Spohr was responsible for the campaign and spot concept. The spot was produced by Chinzilla Films and directed by Jan Zenker.