“Safety Bars” for IVA

To be honest: It sounded almost too cheesy when we first suggested rap songs for BeSmartWorkSafe (IVA) on TikTok to raise awareness for workplace safety among Gen Z.

The key? Collaborating with artists who are actually huge on TikTok and truly understand what makes the target group tick. We even got Swiss Music Award winner EAZ to drop two tracks for the campaign.

The result: We ended up producing almost an entire album, and the feedback was insane—people were actually asking for a Spotify release in the comments! I’d definitely add them to my playlist... does that make me more or less of a boomer? Either way, we successfully turned a "potentially cringey" idea into a total vibe.