Khemistry Asks “What Have You Got To Lose?” In New Bushfire Safety Campaign For QFES
Ahead of this year’s fire season, Khemistry’s latest bushfire safety campaign for Queensland Fire and Emergency Services (QFES) is motivating Queenslanders to better prepare their property and loved ones in case of bushfire.
Given 66 per cent of Queenslanders think their home isn’t prone to bushfire and only half take simple steps to prepare, the new campaign asks Queenslanders, “What have you got to lose?”.
“It’s human nature to take the things you’re closest to and love the most for granted,” said Khemistry creative director, Lindsay Thompson.
“You can lose sight of your house, your belongings, and the little things that make your life your life,” he added.
“The power in this campaign is that we tried to get people to consider, just for a moment, what it would feel like to have those everyday things taken away by bushfire. By letting people walk in those unfortunate shoes, we’re trying to ensure they never actually have to.”
The integrated campaign is led by an emotive 30-second TVC that features a real-life, fire-ravaged home.
Shot on location in a single day, it suggests a bushfire has taken everything – a home, a pet, a loved one, but with a lump in the throat, we’re relieved to see the family and their dog return to their burnt home.
Transitioning back in time, we then see the family thankfully made a bushfire survival plan.
QFES campaign manager, Ashley Bond said, “ bushfire survival plan may not save everything but being prepared before bushfire season can help save what really matters. Khemistry has helped put that into perspective with this incredibly human and captivating campaign.”
Using emotive visual cues, including a melted dog bowl and burnt children’s bike, the campaign strategically uses loss aversion to resonate with a broad audience. While preparatory bushfire behaviours are positively framed to educate and empower Queenslanders about the actions required.
“We’re confident the strategy behind this campaign and the true-to-life creative will help drive positive behaviour change, and see Queenslanders prepare for bushfire season ahead of time – no matter where they live,” Bond added.
Launching this month across Queensland TV, radio, outdoor and online channels, the “What have you got to lose?” campaign follows the successful 2019 “Back it up” campaign produced by Khemistry for QFES.
The 2019 campaign drove a 38 per cent reduction in the number of drivers that said they would drive through flood water if they thought it was safe to do so.
CREDITS
Client – Queensland Fire & Emergency Services
- QFES Campaign Manager: Ashley Bond
Agency – Khemistry
- Creative Director: Lindsay Thompson
- Senior Art Director: Simon Budzevski
- Senior Copywriter: Tim Kelly
- Head of Strategy: Caroline Starecky
- Graphic Artist: Gaelle Masurier
- Integrated Artist: Steven Wallwork
- Head of Client Services: Dianne Grice
- Account Executives: Natalie Linsdell, Sharon Grobler
- Editor: Phil Hagstrom
- Music Composition and SFX: David Gaylard
- Production Company: Taxi
- Director: Davros
- Executive Producer: Andrew Wareham
- Producers: Katrine Bowman, Simone Mackie
- Colour Grade: Justin McDonald
- VFX: Chop Shop Post
Please login with linkedin to comment
bushfire season bushfires Khemistry QFES Queensland Fire & Emergency ServicesLatest News
“Who The F@ck’s Steve Jobs?” Director Ridley Scott Recalls Apple’s Epic “1984” Ad That Made It A Household Name
Famed British director Ridley Scott has opened up on one of the most famous ads in history – Apple’s “1984” ad that aired during the Super Bowl that same year and turned the computer company into a household name (and, just recently, the world’s first $US3 trillion company.) The dystopian spot – named after Orwell’s […]
M&C Saatchi’s Cam Blackley & Emily Taylor’s BIG* Industry Predictions For 2022 (*Not Necessarily Serious)
In this guest post, Cam Blackley, chief creative officer and Emily Taylor, chief strategy officer at M&C Saatchi Group AUNZ offer up their industry predictions for 2022. And they’re as crazy as the year we just had… Making predictions off the back of 2021 feels a little stupid. Because 2021 was crazy as 2020 was […]
Brown Brothers Teams With Gelato Messina For Prosecco Flavoured Gelato
Brown Brothers and Gelato Messina have partnered to celebrate the ‘it’ drink of summer, creating a limited edition Prosecco Rosé gelato as part of the brand’s ‘Let’s Go’ campaign, developed by Communicado. The end result – which Messina chefs said was inspired by Prosecco cocktails like the Peach Bellini – is a gelato combining blood […]
Man of Many Is The First Aussie Publisher To Partner With Ipsos Audience Measurement
Australian men’s lifestyle publication Man of Many is the first Australian publisher to sign on and partner with Ipsos. The new exclusive and preferred provider to the Interactive Advertising Bureau (IAB) Australian for the independent reporting of digital audience measurement data. The move comes after Man of Many has seen a huge growth in its […]
M&C Saatchi and Carat Bring Back The BWS Cooler For Another Year
BWS have teamed up with M&C Saatchi and Carat to bring back the popular BWS Cooler app campaign, following huge success in both 2020 and 2021. This year, $20 million dollars’ worth of prizes are available, including free drinks, electronics, gift vouchers and even hot air balloon rides, plus every swipe is an entry into […]
Research & Insights Agency TRA Announces New Senior Hires For Melbourne Office
If you work for a research and insights agency is there added pressure to perform in the office tipping competition?
Fitness Australia Relaunched As AUSactive For New Exercise Era
Not only can joining a gym help you lose the pounds, but it can also help you lose friends by boring them to death.
Sydney Pub Lord Gladstone Rebrands To A Church In Response To Seperate Rules For Pubs & Religious Institutes
If there really is a God, how on earth did he/she ever allow Christian rock to be invented?
Mastercard Releases New Promotional Film Ahead Of Dubai Expo
Dubai Expo 2020 organisers say it's definitely on this year. It's got half-a-million frankfurts it needs to get rid off.
The Holding Companies’ Share Prices Sky Rocketed In 2021, With IPG The Standout Up 59%
Work for one of the large holding companies? Be grateful your endless toil & 80-hour weeks are making shareholders rich.
“Just Went Smack!” Sunrise’s Sam Mac Stacks It During Morning Show Stunt
Why are zany stunts solely restricted to just weather reporters? Why not war zone or court reporters?
“Greatest Football Interview Ever!” Coach Goes Completely Off Script In Riotous TV Interview
Is this the greatest sports interview ever or the ramblings of a mad man? It's probably a bit of both, to be honest.
AFL Welcomes Crypto.Com With A Five-Year Partnership
The thing with crypto is there appears a very fine line between obscene wealth & the real possibility of homelessness.
RACV Launches New Campaign To Support Safer Homes
Still haven't got your sparkle back post the Christmas break? Jumpstart the brain with this home insurance ad.
Australian Open 2022 Launches Commemorative Coin Collection Via Dylan Alcott
B&T has nothing against commemorative coin collectors; however, it's a hobby probably best left off your dating profile.
Publicis’ Chris Thomas Joins Involved And Active
Chris Thomas joins Involved and Active. Beard arguably still a week away from its best for press photo.
Founder & CEO Of Shopper, Ben Walker, Passes Away Aged 47
Some terrible news to report today with the passing of Shopper CEO and father-of-two, Ben Walker.
Study: Aussies Prefer Sustainability Over New Products
If Aussies really do prefer sustainability over new products why don't you see more patches sewn onto people's jeans?
Bridge Road Brewers & By All Means Team Up For New Campaign
Beer ads are arguably the last bastion of machismo in Australia's advertising industry. That & charity cricket matches.
Alexa Towersey & Jenna Louise Team Up For Fitness Podcast Via LiSTNR
This new fitness podcast does miss one essential caveat, that being the sweating your arse off in the gym part.
Indie PR Agency FORWARD Announces A Slew Of New Wins, Now On The Hunt For Staff
Here's a press release basically parading as a positions vacant ad. B&T applauds the outrageous duplicity.
The Future Of Live Online Sports & Piracy
This expert piece deals with online sports and piracy. That being the stealing of data, not the walking of planks.
Wired Wins Digital Marketing Account For Crown Group Australia
Is there a limit to Red Bull consumption at the Wired offices? For the sake of being wired at Wired.
Swisse Launches New Brand Platform “Reach For Your Reason” Via Clems Melbourne
Want your urine to go a rather strange orange colour all combined with an offensive odour? Swisse Vitamins are for you.
Kip Wightman Jumps Ship From Nova To Replace Bob Gallagher On ARN’S 97.3FM
Kip Wightman named to replace Bob Gallagher on ARN'S 97.3FM. Apparently no one was returning Alan's calls.
Google And Meta CEOs Face Claims Of Alleged Advertising Sales Manipulation
One of the many joys of being a tech billionaire is you can afford the best lawyers if you ever get busted being dodgy.
JCDecaux Receives Certification For First Carbon Neutral Advertising Product In Australia
The question remains - can BP, Ampol or Shell advertise on JCDecaux's carbon-neutral out-of-home advertising product?
Christian O’Connell Contracts COVID-19, As Karl Stefonovic Declares His Already Battled The Virus
Karl Stefonovic tests positive to COVID. Thankfully, ex-Cassandra hasn't gone to New Idea about it.
Sir Martin Sorrell Sets Sights On Adtech With $A209 Million Venture Capital Fund
If you thought Sir Martin was going to put his pedicured, foot spa, silky smooth feet up anytime soon, you'd be wrong.
Insomniac Jennifer Aniston Fronts New Spot For Insomnia Medication Quviviq
You could take the insomnia drug Jennifer Aniston is flogging or simply watch Jennifer in the diabolical Marley & Me.
