The brave firefighters of the New South Wales Rural Fire Service got commended by way of a 77-foot digital out-of-home installation at New York City’s iconic Times Square—supposedly the third most Instagram-ed location in the world. The billboard was donated by Manhattan-based media company Silvercast.
The 15-second installation—conceived by Wunderman Thompson Australia—featured bright lights to reflect it being engulfed in ‘flames’.
“Imagine fighting a bush fire higher than this billboard," it read. "Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support."
As much as Ad Nut thinks the firefighters deserve endless gratitude, Ad Nut also cannot help wondering whether the firefighters would have preferred to receive that gratitude in the form of financial compensation rather than a flashy ad in a foreign city 16,000 km away.
NSW Rural Fire Service
Director of Corporate Communications: Anthony Clark
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
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