Ash & ink fuel smoke alarm campaign

EditorTVCs, News Make a Comment

FCB and its client the NZ Fire Service have today commenced their new smoke alarm campaign – taking up the prize they won in the News Work inaugural Day of Influence challenge.

Their winnings included $300,000 worth of free advertising running nationally in most major newspapers.

The print side of the campaign cleverly combines ink and real ash from house fires to print stories about recent house fires.

FCB has used the remains of a South Auckland home, infused with ink from the New Zealand Herald.

In 80% of the house fires attended by the NZFS attends, there are no working smoke alarms.

Local stories infused with ink and ash from recent regional fires are running in today’s NZ Herald, Otago Daily Times, Southland Times, Christchurch Press, Hawke’s Bay Today, Bay of Plenty Times, Waikato Times, Taranaki Daily News and the Dominion Post.


Client: NZ Fire Service
Title: Day of Influence
URL:, #MadeFromRemains
NZFS Communications Manager: Caroline Rosanowski
Agency: FCB
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative: Kimberley Torrie
Creative: Mitchell Crowe
Creative Services Director: Jenni Doubleday
Head of Craft: Nick Smith
Head of Studio: Simon Pengelly
Studio Systems Manager: Hylda Von Dincklage
Retoucher: Anton Mason
Senior Finished Artist: Helen North
Designer / Mac Operator: Chloe Baxter
Designer / Mac Operator: Michelle Thomas
Head of Content: Pip Mayne
Producer: Jodie Hari
DOP and Photographer: Mike Braid | FCB Content
Offline Editor: Mike Braid
Head of Motion Design & Post Production: Blair Walker
Account Director: Katya Frolova
Account Executive: Emily Watts
Media Manager: Hilary Barrett
Media Planner/Buyer: Alice Franklin
Media Buyer: Gaby Johns
PR Senior Account Director: Joanna James
PR Account Executive: Violet Hong
Digital Director: Steph Pearson
Digital Media Manager: Christina So
Digital Campaign Manager: Kristy McAfee
Senior Digital Designer: Toni Susi
Senior Digital Designer: Warik Blake
Sound Studio: Liquid Studios
Sound Engineer: Craig Matushka and Dan Nathan
Music: Library | Extreme Music

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