Fire Service swaps ‘soft advertising’ for horror movie tactics to warn of bushfires

Bushfires are portrayed as an intruder into a home in a horror movie-styled awareness campaign from the Country Fire Service.

WDM Advertising and production company Kojo created the campaign.

Five other ads are to follow, which feature real CFS volunteers and senior staff warning the public of the characteristics of bushfires – speed of travel, ember attacks and thick smoke.

CFS principal communications officer, Neil Charter said: “After two years of relatively ‘soft’ advertising following the Victorian Black Saturday fires, it was time to step up the reality of what the public could face in the event of bushfire. The strategy CFS developed for the agency brief was built on the need to challenge the audience with the facts of fire through simple, graphic messaging delivered from a credible source.”


  • Director – Roh Smith
  • Creative Director – Adam Moyle
  • Producer – Emily Green
  • Senior Account Director – Andrew Fotheringham
  • Production Company – KOJO
  • Operations Manager – Darren Holyoak
  • Post-production – KOJO
  • Agency – WDM Advertising
  • Sound – Best FX

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