Mubadala Bintulu Supply Base Safety Induction

Commissioned by PETRONAS PD&T through Dentsu, the HSSE Kassim Selamat Campaign Video was developed to emphasize critical health, safety, security, and environmental (HSSE) messages to employees and stakeholders. The challenge was to deliver a relatable and impactful campaign that reinforced PETRONAS’ safety culture, aligning with their mission to achieve Mission: ZERO-Possible and uphold key initiatives like ZeTo Rules, Jom Patuh & Tegur, and Stop Work Authority. The video needed to not only inform but also inspire behavioral change across all levels of the organization.

VISIOLAB’s approach focused on effectively embedding the key HSSE messages into a relatable narrative:

1. Humanizing Safety: The creation of Kassim Selamat, a character embodying the daily challenges and responsibilities of PETRONAS employees, allowed the audience to see themselves in his journey, making the HSSE messages more relatable.
2. Integrating Core Messages: The campaign strategically incorporated PETRONAS’ HSSE principles.
3. Engaging Delivery: Through relatability and authenticity, Kassim Selamat’s narrative made the key messages accessible, helping employees connect emotionally with the campaign’s goals.
4. Behavioral Reinforcement: Crafting scenarios in Kassim Selamat’s journey that mirrored real-life workplace challenges, ensuring the audience could see themselves in the situations presented.
5. Immersive Sound and Visual Design: We elevated the production quality by focusing on dynamic sound design and a carefully curated color palette. These elements were tailored to enhance the narrative, evoke emotional responses, and create a strong visual identity for the campaign.

VISIOLAB executed the campaign with precision and creativity:

• Character-Centric Narrative: Kassim Selamat’s relatable journey became the anchor of the video, portraying real-world scenarios where HSSE practices were applied effectively.
• Seamless Integration of Messages: The video weaved PETRONAS’ safety culture into the storyline, emphasizing personal accountability, collective responsibility, and proactive problem-solving.
• High-Quality Production: Leveraging professional direction, cinematic visuals, and dynamic storytelling, we ensured the video maintained engagement while delivering its messages effectively.
• Sound Design Excellence: Custom sound effects and a carefully mixed audio track were used to amplify key moments, enhancing the emotional depth of the narrative and immersing the audience in the story.
• Visual Colors and Tone: A distinct color grading strategy was applied to visually reinforce the campaign’s themes, creating a memorable and cohesive visual experience that supported the storytelling.
• Close Collaboration: Regular touchpoints with PETRONAS and Dentsu ensured the campaign aligned with brand guidelines and corporate messaging.

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The Kassim Selamat campaign video successfully delivered on its objectives:

• Increased Awareness: The integration of the Mission: ZERO-Possible initiative and other HSSE principles resonated strongly with employees, driving a deeper understanding of their responsibilities.
• Behavioral Change: Feedback highlighted improved awareness and adherence to safety practices, aligning with PETRONAS’ goal of fostering a robust HSSE culture.
• Brand Alignment: The campaign strengthened PETRONAS’ identity as a leader in safety and environmental responsibility, reinforcing its values internally and externally.