Sunwater: Live Dangerlessly - Boat

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.