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Rural Fire Service
Fire Has a Plan
AWARDS - Australian AWARD Awards 2016, Australian Effies 2016, APG Awards GOLD 2016
Everyone acknowledges the destructive force of bush fire. But many people, even those living in close proximity to the bush, don’t see themselves as being personally at risk.
We needed to shake those people out of their complacency and force them to accept that it really could happen to them, to their property, and to their family. We also needed to get them thinking about what they might do to protect themselves.
Our solution was to personify fire as a sinister and all-powerful force; a ruthless villain who knows exactly what he’s going to do and how he’s going to do it. We make it brutally clear that fire has a plan for your destruction, so you sure as hell better have one for your protection.
