Ad Nut
Oct 16, 2018

When to fight fire, and when to run

A cinematic campaign for the New South Wales Rural Fire Service stresses the importance of having a bush-fire plan and sticking to it.

Wildfires are not a concern for many people in Ad Nut's audience across APAC, but for those of us who live close to nature—in Ad Nut's case, inside a tree—they're a real threat. So as Australia enters peak bush-fire season, J Walter Thompson Sydney and the NSW Rural Fire Service are asking people, ‘How fireproof is your plan?’ 

As the gorgeously executed film above shows, people can get into severe danger if they fail to have an agreed-upon plan that specifies exactly when they will abandon their home and make an escape. 

An earlier campaign by the same client-agency pair personified bush fire as an evil, calculating killer (along with mesmerising, almost fetishising, visuals). This campaign aims more squarely at human costs to bring about a change in behaviour around advance planning. It includes TV, cinema, OOH, digital, community engagement and a website where people can use an interactive tool to assess and refine their own bush-fire plans.

Ad Nut is touched that the film takes a moment to show the plight of the humans' four-footed friends, who also deserve an advance plan to get them out of harm's way. 


NSW Rural Fire Service
Director Corporate Communications – Anthony Clark
Campaign Coordinator – Troy Gersback

J Walter Thompson Sydney
ECD – Simon Langley
CD – Simon Cox
Senior Writer – Giles Clayton
Senior Art Director – Simon Hayes
CSO – Angela Morris
Senior Planner – Heather Morrison
Senior Account Director – Chris Wilson
Account Manager – Ellie Sutton
Account Manager – Jack Burton
Producer - Niki Bentley

Web Development – Squiz
Media – Atomic212°
Production Company – Sweetshop
Director – Joel Harmsworth
Executive Producer – Loren Bradley
Photographer – Jono May

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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