Novozymes
Client need
Novonesis (formerly Novozymes) wanted to raise awareness about the dangers of performing unfamiliar tasks outside of regular duties, which could pose hazards if not approached with caution. The goal was to engage employees and promote safety in a fun and relatable way while emphasizing mindfulness in unexpected situations.
Solution
Together with Novonesis’ working environment committee, I developed a creative Health & Safety campaign centered around the “SuperZymer” (or “SafetyZymer”) character. This superhero figure symbolized the dangers of acting like a “mistaken superhero” during unfamiliar tasks—those moments when employees feel overly confident in unfamiliar situations, risking safety in the process. The campaign’s focus was to show that even small tasks, when not approached correctly, can be hazardous.
To make the campaign relatable and authentic, we organized a workshop involving over 20 work environment representatives from various departments. These representatives participated in a crash course in visualization, where they drew their own examples of unfamiliar tasks, identifying real-life hazards employees might face. This process not only helped generate relevant examples but also fostered ownership and cross-functional collaboration for the campaign.
Results
The campaign succeeded in making safety a fun, engaging topic. By involving employees directly in the content creation, the campaign resonated with real-world experiences. The SuperZymer character became a memorable figure, encouraging mindful behavior during unfamiliar tasks. Through cross-functional collaboration and employee input, the campaign built a strong sense of ownership and relevance, resulting in a more engaging safety-conscious posters placed across locations as well as life-size cardboard figures of the SuperZymer.
