Why is this work relevant for Media?

The media channel we used was pivotal in amplifying this message around the world. Only the sheer scale of Times Square’s biggest billboard could contextualise the huge size and ferocity of a bushfire. And only a destination as iconic as Times Square could capture the global media’s attention.

Background

In summer 2019/20, the world watched as Australia faced its worst bushfires in living memory. These fires burned over 24 million hectares, and firefighters fought flames as high as 70 metres. As people around the world gave what they could, Silvercast Media donated the use of their billboard (Times Square’s biggest) to the NSW Rural Fire Service - who wanted to use the billboard to thank their firefighters and raise the world’s awareness of their brave efforts.

Describe the creative idea / insights (30% of vote)

We created a tribute to our firefighters by putting the sheer size of the challenge they faced into context. Turning the huge 77-foot billboard into a life-size bushfire front, that put passers-by in the shoes of Australia’s courageous firefighters.

Describe the strategy (20% of vote)

News of Australia’s devastating bushfires captured the attention of adults of all ages around the world. But it was hard for anyone to relate to how truly dangerous the situation was without being there. To increase the world’s awareness of our firefighter’s courage, we first needed to increase their awareness of the colossal challenge they faced – and this single colossal billboard gave us the opportunity to do just that.

Describe the execution (20% of vote)

In a bid to stand out from Times Square’s usual bright lights, the animation began with an entirely black screen featuring one small super that read: “Imagine fighting a bushfire higher than this billboard”, before it was engulfed by flames ravaging through a forest. These flames demonstrated both the speed and height that actual bushfire flames can reach. The billboard was aired 1,344 times over a 3-week period in Times Square, ensuring that even after the initial media push, the 330k people who pass through the square everyday would see the gravitas of the message and share via their socials. To further amplify the execution’s reach, footage of the billboard’s animation was shared with global news outlets and via the RFS’s social media channels.

List the results (30% of vote)

With zero media spend, the billboard was shared by individuals and news outlets across the world, totalling $10.5 million in earned media and over 680 million impressions. Publications include BBC, CNN, CBS, entertainment publications such as LADBible, and all national nightly news shows.