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Creative

NSW Rural Fire Service Thanks Bushfire Firefighters at New York's Times Square

Donated by Silvercast with Wunderman Thompson, the billboard reminds people of what Australian firefighters are facing during the bushfires

NSW Rural Fire Service Thanks Bushfire Firefighters at New York's Times Square

NSW Rural Fire Service and Wunderman Thompson Australia give New York City a look into Australia’s recent catastrophic bushfires. 

Donated by Silvercast, the 77-foot ‘Godzilla’ billboard is located at the third most instagrammed location in the world and is perfectly positioned to send a message of thanks to all the firefighters and those who support them around the world. 

The 15-second installation transforms Times Square’s usual bright lights into a to-scale fire front. Engulfing in flames, the 20 metre-high digital billboard reveals the words: “Imagine fighting a bush fire higher than this billboard. Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support.” 

Anthony Clark, director corporate communications said: “We’ve seen incredible support from all areas – from individuals, big corporations, our overseas firefighting partners and the community, so when we were offered this free ad space we thought it was a chance to return the favour and say ‘thanks’. The support has been amazing – it’s a small sign of gratitude on a big scale.”

Simon Langley, Wunderman Thompson’s national chief creative officer, said; “With Australia having experienced one of the worst fire seasons in history, there has never been a more important time for us to recognise our firefighters, both locally and internationally, who have bravely battled the bush fires to keep our country and people safe. It has been a privilege to work alongside NSW Rural Fire Service and Silvercast to create the global tribute our firefighters deserve.”

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NSW Rural Fire Service

Director Corporate Communications: Anthony Clark

Wunderman Thompson Australia

National Chief Creative Officer: Simon Langley

National Chief Strategy Officer: Angela Morris

Creative Director Sydney: Sinead Roarty

Creative: Lachlan Newham

Creative: Jack Elliott

Partner: Ana Lynch

Engagement Manager: Rebekah O’Grady

Post Production: The Cannery @ Wunderman Thompson

Producer: Chloe Marshall

Senior VFX Artist: Kel Gronow