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Creative

Giant Toys Make a 'Great Escape' in Noam Murro's Home Fire PSA for American Red Cross

BBDO New York teams up with Biscuit and Heard City on charming spot with a powerful message

Giant Toys Make a 'Great Escape' in Noam Murro's Home Fire PSA for American Red Cross

Seven lives are lost to home fires every day in the US – more than all natural disasters combined. In an effort to change these statistics, the American Red Cross is launching 'The Great Escape', a PSA aimed at educating families on home fire safety. 

This campaign focuses on preparing families with two simple steps: Practicing a 2-minute fire drill, and testing smoke alarms monthly. 

To bring this message to life, the work features a surreal universe where toys have come alive and are practicing a timely evacuation from their dollhouse—a scene which we later realise is a figment of one child’s imagination.

Created in partnership with BBDO NY and directed by Noam Murro, the memorable PSA uses surprise and imagination to capture viewers’ attention and illustrate the importance of communicating fire safety among families with a lighthearted tone. This is a creative departure for the non-profit which typically invokes a more serious or deep tone. 

The work will run online, with social and digital executions including GIFs, and TikToks including a duet race people can participate in to see if they can get out of their house faster than the character. Checkout the TikTok Challenge here.

Featured Companies: Heard City

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Client

Client: American Red Cross

Chief Marketing & Communications Officer: Rosemary Mcgillan

VP, Marketing Strategy & Creative Services: Selma Bouhl

Senior Director, Social Engagement: Megan Weiler

Director, Brand Marketing & Advertising: Donna Messersmith

Director, Brand Marketing: Chris Andrews

Agency

Creative Agency: BBDO New York

Global Chief Creative Officer: David Lubars

SVP, Creative Director: Roberto Danino

SVP, Creative Director: Anne Lac

SVP, Creative Director: Gary Du Toit

SVP, Creative Director: Lance Vining

Copywriter (social): Ryan Sheehy

Copywriter (social): Emma Wren

Art Director (social): Tamara Yakov

SVP, Group Executive Producer: Alex Gianni

Associate Producer: Jason Guzman

Music Producer: Julia Millison

Business Affairs Manager: Kathleen Bannon

Account Manager: Sam Henderson

Senior Strategic Planner: Alexandra Britt

Production

Production Company: Biscuit Filmworks

Director: Noam Murro

Partner/Managing Director: Shawn Lacy

Executive Producer: Andrew Travelstead

Producer: Emily Skinner

Head of Production: Sean Moody

Director of Photography: Eric Schmidt

Production Designer: Brock Houghton

Production Supervisor: Jennifer Berry

Edit

Editorial: Rock Paper Scissors East

Managing Director: Eve Kornblum

Producer: Lisa Barnable

Editor: Paul Hardcastle

Assistant Editor: Tom Mika

Flame Producer: Barbara Kontarovich

Flame Artist: Edward Reina

Colour

Color: Primary

Colorist: Daniel DeVue

Executive Producer: Thatcher Peterson

Producer: Jenny Bright

Mix

Mix: Heard City

Mixer: Tom Morris

Producer: Andi Lewis

Executive Producer: Sasha Awn, Jackie James

Managing Director: Gloria Pitagorsky

Music

Music: Human

Composer: John Christopher Barnes

Creative Lead: Morgan Visconti

Executive Producer: James Dean Wells

Category: Charity , Corporate, Social and PSAs

Genre: Comedy , People