NSW RFS and Wunderman Thompson Australia take over New York’s Times Square to thank firefighters via Silvercast donated billboard
NSW Rural Fire Service and Wunderman Thompson Australia give New York City a look into Australia’s recent catastrophic bushfires. The 15-second installation transforms Times Square’s usual bright lights into a to-scale fire front. Engulfing in flames, the 20 metre-high digital billboard reveals the words: “Imagine fighting a bush fire higher than this billboard. Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support.”
Donated by Silvercast, the 77-foot ‘Godzilla’ billboard is located at the third most instagrammed location in the world and is perfectly positioned to send a message of thanks to all the firefighters and those who support them around the world.
Says Anthony Clark, Director Corporate Communications at NSW RFS: “We’ve seen incredible support from all areas – from individuals, big corporations, our overseas firefighting partners and the community, so when we were offered this free ad space we thought it was a chance to return the favour and say ‘thanks’. The support has been amazing – it’s a small sign of gratitude on a big scale.”
Says Simon Langley, Wunderman Thompson’s National Chief Creative Officer: “With Australia having experienced one of the worst fire seasons in history, there has never been a more important time for us to recognise our firefighters, both locally and internationally, who have bravely battled the bush fires to keep our country and people safe. It has been a privilege to work alongside NSW Rural Fire Service and Silvercast to create the global tribute our firefighters deserve.”
Wunderman Thompson Australia
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creative Director Sydney: Sinead Roarty
Creative: Lachlan Newham
Creative: Jack Elliott
Partner: Ana Lynch
Engagement Manager: Rebekah O’Grady
Post Production: The Cannery @ Wunderman Thompson
Producer: Chloe Marshall
Senior VFX Artist: Kel Gronow
NSW Rural Fire Service
Director Corporate Communications: Anthony Clark
25 Comments
This is bad
It makes it more real for those in the US – like it.
Pathetic. This solves nothing.
Won’t help and won’t win awards.
What a waste!
Great execution
I liked it better in 2017 though – https://soranews24.com/2017/03/08/chilling-tokyo-skyscraper-sign-shows-just-how-tall-the-2011-japanese-tsunami-was/
this really makes me ashamed of this industry
This comment section makes me ashamed of this industry. Why are people in advertising so toxic?
Why does it need to be made more real for those in the US?
It’s great – dramatises the effort involved and give gratitude without asking for anything in more.
that would not be cheap and its tax payers money that would be far better spent on paying those amazing fire fighters a higher salary! Self indulgent twaddle.
Clearly don’t understand the word “donation”. It didn’t cost anything!
The reaction of the crowd says it all.
We should be saying thank you, and this is a simple and neat way to do it.
@Why is right. Will it win awards? No. Does it solve anything? No. BUT does it need to do either of those? No. It’s far from pathetic in my eyes, anyone that disagrees is just a cynical prune.
How is this self indulgent? It’s a thank you – and god knows these guys need to receive a very public acknowledgement of their support. You sound like the whingers that complain that millionaires didn’t ‘donate enough’ to fires.
All this ad does is turn people off visiting Australia. The U.S only just downgraded their travel warning and this ad makes it appear like the country is still on fire. We should all support and thank the emergency services, but a flaming bill board in the middle of time square does more harm than good. At the very least it could have included a call to donate.
https://campaignbrief.com/tsunami-strikes-twice-clems-we/
Reeks of the usual scam requested at this time of the year.
@Counter productive I completely agree. Why waste all that money on a billboard to tell people that Australia is still on fire. Parts of California where hit with fires last year, so for a media hungry nation like American visually showing them something that they’ve seen close to home is a waste. Plus “imagine fighting a fire bigger than this billboard” who are they kidding these are New Yorkers.
Trying to win an award of the back of the firefighters that risked everything for their community is pretty low Wunderman. Putting a beer tab behind the bar as a whole heap of people did is a much better way to say thank you. Plus it’s about real people not just city ad w@#kers thinking their helping.
@SCC
Wow, so there are at least two of us from that way?
It’s free ad space.
It raises awareness (for donations). Surely you must know people who were hit badly down there and need that money.
Beer tabs are great. But are they effective?
It’s they’re, not their.
Earth shattering!
How many of the 20 or so US fire fighters will see this? How many of the RFS heroes will give a flying fuck? Why spend the bucks on such an expensive ad placement talking to who exactly?
Why why why??
You saw it didn’t you?
Don’t 4 people work at WT?
A big billboard does not make for a big idea.
This agency has no direction from the top.