Apathy the target as NSW rural fire service gears up for a scorcher 2013 with new integrated campaign via The Campaign Palace, Sydney
After two wet seasons of growth in rural NSW what fire fighters fear now, more than the driest summer in decades, is apathy. People need to know how to protect themselves, their families and property over this upcoming fire season. Having a bush fire survival plan is essential. And not something that can wait 'til later.In what has turned out to be the last campaign created by The Campaign Palace, Sydney, the agency was tasked to create a hard hitting targeted outdoor, newspaper, radio, social media and TV - designed to turn that apathy into action.
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Anthony Clarke, Group Manager Corporate Communications NSW RFS says:
"For the past three years, we've run the Prepare Act Survive awareness
campaign. This fire season is shaping up to be a difficult one so it was
important we got the message out clearly that now is the time to
prepare.
"Most people know they should have a plan for what to
do during a fire but sadly many people fail to plan for one. This
campaign is a real opportunity to influence public safety and it's been
great to develop, refine and now deliver probably the biggest bush fire
safety campaign across the country this season"Reed Collins, former CCO of The Palace adds: "I am fortunate to have been able to see this project through as it was intended. And hope that it really does get people thinking and to change their behavior in the coming months. A lot of very talented people have contributed to this work, the last 'campaign' from The Campaign Palace. A pretty good note to end on, I feel."
The NSW RFS business was retained by TCP back in February in a three way pitch against Y&R Sydney and JWT Sydney with this work. Since then The Palace Sydney has been folded into JWT Sydney.
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VIEW THE FAMILY AD
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TV:
Director: Dave Klaiber
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Graphic Designer: Helen Sham
Sound: Nylon
Post Production: Heckler
Production Producer: Rachel Paget
Radio Director: Ralph van Dijk
Studio: Bento Productions
Print:
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Post Production: Heckler
Radio:
Chief Creative Officer: Reed Collins
Copywriters: Reed Collins, Karl Fleet, John Koay
Producer: Vicky Rhedey
Wasn't there a big hoo-haa about the Palace closing down a few months ago?? What happened there?
Best work for decades.
Great TV. If the Palace had done more work like this in recent years, who knows...
Headlines are too long and clunky.
Good images.
Poor Typography.
Adios Palace.
Once again we see another ad with bad typography. Do we not appreciate craft anymore??? Nice idea though.
Top shelf!
Best Tv campaign I've seen in ages. Well done. Such a nice change from the usual shit put up here.
awesome work! outstanding direction!! Well done to all involved.
Really nice. Really simple idea and really striking pictures.
Well done Reed, you psycho.
Well done DK - looks awesome
What a great looking campaign. Those TV ads are remarkable. As Dion said, a nice change from the normal rubbish we see.
nice idea, art direction lets the print down though.
Very funny. At first I wasn't sure if that was the right tone to take, but thinking about it, if the serious messages haven't worked, try a different tack.
Well done.
The insight is spot on, not just for bush fires but for anything that's derailed by a combination of human apathy and complacency. Of which there's quite a lot about.
Nice campaign.
Well done again Toni Higginbotham Casting
The same-ad-done-three-times isn't a campaign - the same thing said in three different ways, is.
It's just a pity that this excellent execution only works for bushfire apathy, 5:59.
terrible performances here. Is it the talent or the direction?
Reed is a class act.
Great work.