It's Like 'Honey, I Shrunk the Public Servants!'
OLSON/Minneapolis promoted NSF International, a certification company that certifies things like bottled water and appliances, by depicting tiny laborers working tirelessly around your kitchen gear. (Just imagine if the shoemaker's elves were actually firemen, and they were deeply concerned about the quality of your saucepan.)
Campaign tagline: "Live Safer." Catch it in magazines like Parenting, Cooking Light, Men's Fitness and Health. There'll also be an online component that extends beyond sending emails to ad sites.