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Indianapolis Power & Light

The Thin Line Between 'Safe' and 'Dangerous'

Comprehensive Campaign Shows IPL Stops at Nothing When it Comes to Ensuring Safety

Extreme Safety

When IPL wanted to highlight their efforts in customer and employee safety, it dawned on us that the difference between safe and dangerous could take just about any form. Which was perfect, because IPL takes just about every path to help keep people safer. So we set out to portray some of the extreme situations where these employees find themselves in a style as dramatic as the situations themselves.

IPL takes just about every path to help keep people safer.


  • Services
  • Strategic Planning
  • Ad Campaign Concept & Development
  • Branding
  • Broadcast TV
  • Terrestrial Radio
  • Integrated Media Planning
  • Traditional & Digital Media Placement
  • Information Architecture
  • Responsive Design
  • Content Strategy
  • Content Development
  • Client
  • Indianapolis Power & Light
  • Industry
  • Public Utility
  • Awards
  • Silver Addy

More Work

See All Work

The Indiana Utility Regulatory Commission

Pirates, Puppies and Paleontologists: Taking Dig Safety to New Depths

Watch the Videos

Ivy Tech Community College

Brand Evolution for a Better Every Day After

See the Campaign

My Healthy Baby

The Importance of Relatability

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