Made From Remains
For a lot of people around the country, the danger of a house fire seems distant and something you’d only ever see in the news. So to educate people about the importance of working smoke alarms, we did something they couldn’t avoid by putting the problem in their hands.
In a nationwide newspaper takeover, we mixed real ash from house fires around the country into the ink of their local newspapers. The campaign was supported with retargeted messages online urging people to check their smoke alarms, and even led to smoke alarms selling out in some retailers.
Agency: FCB
Executive Creative Director: Tony Clewett
Creative Partner: Kimberley Torrie
Director/Photographer: Mike Braid
Awards & Recognition:
D&AD: 1x Wood Pencil
Cannes: 2x Shortlist
Axis: 1x Gold, 3x Silver, 2x Bronze
Beacons: 1x Best in Show, 3x Gold
NZDM: 1x Gold, 2x Bronze
Best: 1x Gold
Care: 1x eco-Gold
Effies: 2x Bronze