"Don't Dig Blind" TV Spot

Digging is part of everyday life, whether planting a tree, installing a fence, or tackling a backyard project. Yet many homeowners are unaware that failing to contact their local municipality before digging can have serious safety consequences. NIPSCO wanted to make this important reminder memorable enough to become second nature.

Using a distinctive cutout illustration style, playful animation and lighthearted storytelling, Ferguson transformed a routine safety message into an engaging campaign that captured attention while reinforcing the importance of checking before digging. Rather than relying on traditional public service messaging, the creative approach made the information approachable, entertaining and easy to remember.

The campaign turned a critical safety message into one that was both approachable and memorable, helping NIPSCO educate the public, encourage safer digging practices and promote greater awareness of underground utility safety.