Wall of Flames
<Rural Fire Service>

The world’s biggest billboard was used to thank American firefighters in the biggest way possible.

Over the southern summer of 2019/20, Australia experienced one of the worst bushfire seasons in history. To help, the United States sent firefighters and water bombers to Australia to help conquer the mammoth fires.

While Australia was still burning, the Rural Fire Service was given free space on one of the world’s biggest billboards – the ‘Godzilla’ site at Times Square. As the 3rd most instagrammed location in the world, the billboard was perfectly positioned to send a message of thanks to all the American firefighters risking their lives.

The 15-second digital billboard  transformed Times Square’s usual bright lights into a to-scale fire front that put passers-by into the shoes of a firefighter defending Australia.

$10.5M Earned Media 680M Impressions 70 THOUSAND Proud Firefighters
Awards Spikes, The Caples

The case study.