Height Safety, Simplified: New Guardian Videos Bring New Positioning To Life

Apr 21, 2022 - 3 years ago

Following the launch of its new brand positioning at the Las Vegas World of Concrete exhibition in January, Height Safety specialist Guardian has released new brand and category videos to further evidence and embed its commitment to simplifying safety at height.

Developed following extensive user research, the positioning is built around the core truth that Guardian’s 360-degree height safety offer makes it simpler for users to keep their wearers safe at height.

The brand video uses the ‘sounds of safety’ to dramatize the experience of working at height. The sounds of snap hooks connecting, cables deploying, feet climbing a ladder are layered together to create an increasingly noisy backdrop, while the camera pans between at-height working environments – from construction site to warehouse to wind turbine. A voiceover articulates the Guardian belief that “when the stakes are at their highest, we think safe should be simple.”

The animated category video has been designed to demonstrate the 360-degree nature of Guardian’s expanded offer, following the consolidation of the Stronghold, Ty-Flot and Checkmate brands under the Guardian banner in the summer of 2021. The voiceover opens by setting up the brand belief that “simple is one sole focus, one trusted partner and complete protection from every angle.”. The visual simplicity of the animation counterpoints with the depth of expertise and experience that underpins Guardian’s deep and focused height safety offer.

“’Height Safety. Simplified.’ is a clear and simple articulation of our safety mission. We feel that our new brand video brings to life the challenges that our 360-degree offer enables us to address – the complexity and high stakes nature of the work our users take on, every day, in all they do. Our animated category film demonstrates the focus, clarity and connectivity that we bring to our partners in a bold and fresh way,” comments Guardian CEO, Jeff Ward.

Guardian partnered with specialist communications agency OTM to develop both videos. Andrew Ward, ECD at OTM comments; “Guardian’s brief to us was an exciting one. To cut through the noise and bring to life their mission to make safe simple. The team worked to turn simplicity into a powerful creative device, as well as the focus of our message. This is one more step on Guardian’s journey, with the new global website to follow very soon.”