Wall of Flames
<Rural Fire Service>

The world’s biggest billboard was used to thank American firefighters in the biggest way possible.

 

Over the southern summer of 2019/20, Australia experienced one of the worst bushfire seasons in history. To help, the United States sent firefighters and water bombers to Australia to help conquer the mammoth fires.

While Australia was still burning, the Rural Fire Service was given free space on one of the world’s biggest billboards – the ‘Godzilla’ site at Times Square. As the 3rd most instagrammed location in the world, the billboard was perfectly positioned to send a message of thanks to all the American firefighters risking their lives.

The 15-second digital billboard  transformed Times Square’s usual bright lights into a to-scale fire front that put passers-by into the shoes of a firefighter defending Australia.

$10.5M Earned Media 680M Impressions 70 THOUSAND Proud Firefighters
Awards Spikes, The Caples

At the end of the bushfire season, one of the world's largest billboards in Times Square was donated to the RFS – but we needed to turn around creative fast. The ‘Godzilla’ billboard was perfectly positioned to give New York City a real sense of the scale of Australia’s recent catastrophic bushfires and thank the US for its support and raise donations. 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.”

The case study.

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