Cape Town - Saatchi & Saatchi has created a striking advertising campaign for the Volunteer Wildfire Services to express the impending doom our wildlife faces when fire consumes the land.
The creative executions highlight our wildlife's vulnerability to fire and are executed as a print and poster campaign. In the executions, the agency simply replaced the fur or quills of the animals with matches. The take out is summarised by the headline; Wildfires Burn More Than Trees.
Creative Director at Saatchi & Saatchi Cape Town, Gavin Whitfield, says that they hoped the work would raise social awareness around the issue of wildfires and particularly the impact that fire has on wildlife.
He continues, "When the environment burns, everything in it burns too. The issue becomes more personal if you think of trees and bushes as homes rather than foliage. The result is a campaign that is visually engaging with a message that is emotive and immediate. And, the quality of the creative has earned a lot of ‘free' media runs for our client. Proving once again that good creative is a very good investment."
The Volunteer Wildfire Services is a non-profit fire-fighting organisation, which receives no government funding, so they rely on corporate sponsors and responsible citizens to support them in their fight against the rampant seasonal fires of the Western Cape.
"Our association with this organisation is in its fifth year now and we look forward to creating more campaigns that help raise awareness around their ongoing plight," concludes Whitfield.
For more information visit: www.vws.co.za
Credits:
Creative Director: Gavin Whitfield
Art Director: Gareth Cohen, Amelia Smit
Copywriter: Alex Goldberg
Digital Artist: Masters & Savant
Photographer: Images of Africa (Stock)
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