London Fire Brigade
A staggering 95% of fire deaths would be prevented with a working smoke alarm. So strategically, I felt there was no message stronger than “get a smoke alarm”. I am not usually an advocate to allow a basic proposition to serve as a strapline. But as a matter of life or death, it was vital this CTA message should stand out clearly and simply. Ultimately, I wanted this campaign to be totally unforgettable for those at risk, yet something where firefighters also felt identified themselves. Indeed, I wanted any ad to feel like it was spoken by a firefighter (the perspective of which many of us perhaps had not considered). Even without big budgets and the reality I had to personally shoot the films, be hands on with production and serve as an art worker at times, -I was always cautious there would never be any compromise to the communication. For all the awards this work won, nothing compares to the personal reward it was to support these brave firefighters and their noble profession.