Louisiana Cat

Employee safety campaign by 5+8, Houston

Louisiana Cat needed its crews to take heat safety seriously during the hottest months of the year. Safety talks don't stick, so we made it a contest instead. Then we skipped hired talent and cast one of their own: Jacob Booth, Louisiana Cat's #1 fake weatherman. He delivered the forecast in a blazer and sunglasses, with temperatures that went from bad to 125°. Every post pointed crews to one place to sign up, and the prize was a bundle of cooling supplies delivered right to the job site. Using a real employee made it feel like theirs, and it cost less.