A perfect day can turn to horror in a moment

Bronze 2019
Engine Group
Queensland Fire and Emergency Services
Bushfire safety

Advertising Agency Engine Group
Creative Director Kory McAvoy
Copywriter Mark Smith
Art Director Kory McAvoy
Agency Producer Sarah Deery
Account Service Sarah Deery
Sound/Music Studio Sounds Like Butter
Sound Designer Stevie-leigh Batiste

The greatest danger with bushfires is complacency. Few people take preventative action because they don’t believe tragedy will strike them. Even in the most at-risk areas, 40% of households were not aware they were potentially living in a bushfire’s path.
This campaign for Queensland Fire and Emergency Services (QFES) encouraged people to make a bushfire plan before it was too late. What at first looks like a spectacular Queensland sunset turns out to be the glowing rage of a bushfire – highlighting the fact that a perfect day can turn to horror in a moment.
It certainly caught the public’s imagination, as the campaign led to an incredible 47,000 people using the online postcode tracker tool – in just a three-month period – to check if they were at-risk and make a bushfire plan.


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