‘The Intruder’ leads the charge in latest CFS bushfire awareness campaign via WDM Adelaide

Production company, KOJO has collaborated with WDM Advertising, Adelaide and the Country Fire Service of South Australia for their latest bushfire awareness television commercials that go to air today.

The first in the series depicts a bushfire as a living, breathing character that invades your home and “takes what is most precious to you.” Set in the eerie style of a horror movie, ‘The Intruder’ approaches the front door of a house, and lets itself in to “take what it wants.”

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The TVCs will begin airing on television and in cinemas from today, and will be supported through a mix of channels including online, outdoor, print and direct mail.

Says WDM creative director Adam Moyle: “The concept and script for The Intruder came to life when we put ourselves in the role of the bushfire and sought to depict its horrific and indiscriminate behaviour. Writing from a Bushfire’s viewpoint created a persona that was truly frightening – our aim is that these ads will prompt people to know their bushfire risk and make a plan.”

Says KOJO director Roh Smith: “The point-of-view style of The Intruder draws the viewer right into the scene and conveys the real terror and destructive potential of a bushfire. We’re delighted with the CFS’s approach to this year’s bushfire awareness campaign – it’s unique, and scary and will spur people on to revise their bushfire strategy.”

The other five commercials in the suite feature real CFS volunteers and senior staff warning the public of the terrifying characteristics of bushfires – speed of travel, ember attacks and thick smoke, which can make driving in bushfires deadly.

Says KOJO producer Emily Green: “Real volunteers have been there to witness firsthand the devastation a bushfire wreaks. Who better to inform the public about the risks of bushfire than these men and women?”

Adds CFS principal communications officer, Neil Charter: “After two years of relatively “soft” advertising following the Victorian Black Saturday fires, it was time to step up the reality of what the public could face in the event of bushfire. The strategy CFS developed for the agency brief was built on the need to challenge the audience with the facts of fire through simple, graphic messaging delivered from a credible source.

“The clever and creatively executed lead into the campaign through “Intruder,” as well as the accompanying suite of targeted fire facts, has provided the kick we need to promote our messages this season,” says Neil. 

Agency – WDM Advertising

Sound – Best FX