QFES shows bushfire aftermath towards family home via Khemistry

GrowthOps’ Khemistry has released a bushfire season campaign for Queensland Fire and Emergency Services (QFES), ‘What have you got to lose?’.

The campaign encourages Queenslanders to have a plan ready for the upcoming bushfire season.

The 30-second spot opens on a family inspecting the ruins of their home after a bushfire. The spot then shows the family preparing for bushfire season, making their bushfire plan.

The campaign is supported by research that 66% of Queenslanders think their home isn’t prone to bushfire, and only half take simple steps to prepare for bushfire season.

Khemistry creative director, Lindsay Thompson, said: “The power in this campaign is that we tried to get people to consider, just for a moment, what it would feel like to have those everyday things taken away by bushfire.

“By letting people walk in those unfortunate shoes, we’re trying to ensure they never actually have to.”

QFES campaign manager, Ashleigh Bond, commented: “A bushfire survival plan may not save everything but being prepared before bushfire season can help save what really matters. Khemistry has helped put that into perspective with this incredibly human and captivating campaign.”

The campaign will be on Queensland TV, radio, outdoor and online channels.

According to Khemistry, the 2019 QFES campaign, ‘Back it up‘, saw a 38% reduction in drivers that said they would drive through flood waters.

In June, Khemistry appointed Brent Liebenberg as its first executive creative director.


Client – Queensland Fire & Emergency Services
QFES Campaign Manager: Ashleigh Bond

Agency – Khemistry
Creative Director: Lindsay Thompson
Senior Art Director: Simon Budzevski
Senior Copywriter: Tim Kelly
Head of Strategy: Caroline Starecky
Graphic Artist: Gaelle Masurier
Integrated Artist: Steven Wallwork
Head of Client Services: Dianne Grice
Account Executives: Natalie Linsdell, Sharon Grobler
Editor: Phil Hagstrom
Music Composition and SFX: David Gaylard

Production Company: Taxi
Director: Davros
Executive Producer: Andrew Wareham
Producers: Katrine Bowman, Simone Mackie
Colour Grade: Justin McDonald
VFX: Chop Shop Post

Media: Mediacom Queensland


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