FCB Fire Service campaign rises from the ashes

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FCB is through to the finals of the Switzerland-based Care Awards with its Made From Remains smoke alarm campaign produced for the New Zealand Fire Service.

The Care Awards recognise ads that change people’s behaviour for the benefit of everybody.

For this campaign, the agency and client collected ash from the remains of real house fires and used it to create a special ink to print nine regional newspapers around New Zealand.

A two-page spread in each paper told the story of a real family from the area who lost everything to fire. The campaign has already proved a winner – taking out a Wood Pencil at D&AD earlier this year.

In total, 20 social marketing campaigns from 12 countries have been named finalists. Made From Remains features in the Government Bodies category.

The winners of the 2017 Care Awards will be announced in Brussels in November (date to be confirmed).

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