How would you feel like if a loved one did not come home?

  • Video
  • Perception
  • Behaviour
  • Documentation
  • Drama
  • English
  • General
  • Responsibility
  • Selection
  • Tragedy
  • Winner

Language version

Portuguese, English, Spanish


We chose to select common people, non-actors, from several ages, nationalities, races, and professions. During the shooting, they talked freely about their families, love, and life and, only then, were they presented with the question. The result was a mix of emotions, expressions and feelings, which, in spite of having death as the subject, lead to a contrasting effect, serving as a tribute to the value of life and the importance of respecting it.

Target group:

With a mission to transform natural resources into prosperity and sustainable development, Vale is a global mining company with headquarters in Brazil. Vale has 136,000 workers, including its own employees and contractors (services providers in permanent activities and projects). Some highlight characteristics of Vale’s internal audience are:
• Spread out over 37 countries
• 75% of the workforce is based in Brazil
• 89% are men
• Over 70% are between 20 and 40 years old
• 58% have less than 5 years working at Vale.
• Different cultures and languages: Portuguese, English, Spanish, French, Arabic, Bahasa Indonesia
• Work on operational sites, some in remote areas
• Most of them have no access to a computer or to internet during working houres
• Come from many different companies, even recent measures, acquisition and joint-ventures

Subject matter:

The goal was an impactful video, which should be neither common-place nor exceed on the emotional load, with people answering to the question: “What would you feel if someone you love didn’t come home one day”?


The Day of Reflection was devised to create a momentum of awareness, reflection, and value for life. Across all Vale’s business units, in both the administrative and operational areas, leaders promoted dialogs on Health and Safety with their teams. The dialogs lasted about 1 hours and consisted of both personal and corporate commitments that can be made to make Vale a safer place to work. We needed a video to generate a strong emotional impact, helping the leader to stimulate employee’s reflection.

Prizes won



Description of campaign

We decided to set “Day of Reflection on Health and Safety” as a global mobilization. Our understanding of the challenges of reaching our audiences led us to the importance to focus the company on this one day on this important issue. Also, we understood that the subject was so relevant and of such a personal nature (each person’s value of life) that it would only be truly effective to treat via face to face communication with the leaders honestly and openly approaching employees.

Campaign URL (company's website, not especific for this campaign)




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Conspiração Filmes


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22280-050 Rio de Janeiro


55 21 3184 2000


55  21  3184 2000