Ad Nut
Feb 20, 2020

Aussie firefighters get thanks on Times Square billboard

A 77-foot ‘Godzilla’ billboard installation was dedicated to brave firefighters during the bushfires.

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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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