‘Save big this Black Friday’: New cummins&partners campaign flags biggest projected bushfire season this summer

This Black Friday, cummins&partners and The Bushfire Foundation are urging Australians to reconsider what they could be saving and reminding consumers that it coincides with the biggest projected bushfire season since the 2019-20 Black Summer fires.

The campaign uses the format of a typical Black Friday retail spot, but instead with the visual of what appear to be bushfire-affected items.

Launching via TikTok, influencers across a range of categories tapped into the popular trend of unboxing videos, only to explain that “this is no ordinary unboxing, because this is no ordinary Black Friday”.

“We’re heading into yet another devastating bushfire season,” said Nathan Rogers, CEO of The Bushfire Foundation.

“Lives and livelihoods have already been lost. This is a clever idea that taps into a moment when people are thinking about big savings for themselves and asks them to think about saving others.

“It will help raise much-needed funds so our volunteer services can continue to prepare vulnerable communities for bushfires, as well as assist the recovery of communities affected by bushfire,” he added.

The campaign was supported by donated digital displays and OOH ‘retail ads’ across the tech, furniture and toys categories.

Heath Collins, national creative director at cummins&partners said: “When we first reached out to Nathan, he took a while to respond – turned out he’d been working night shift for ambulance services. These are the kinds of big hearts behind The Bushfire Foundation.

“We’re honoured to do this work to raise awareness and funds for their efforts – if it prevents one home from being lost, or helps lessen the burden of one family recovering from a lost home, it’s all worthwhile.”


Chief creative officer: Sean Cummins
Global CEO: Michael McConville
Head of strategy: Phil Pickering
National creative director: Heath Collins
Associate creative director: Chris Ching
Art director: Isabella Novak
Copywriter: Catherine Risbey
Art director: Alice Tran
Senior account manager: Abby Johnson
Integrated producer: Amy Simmons
Head of media: Luke Maher
Media manager: Ashley Szmerling
Design director: Rowan Hammerton
Studio manager: Emma Shaw
Senior retoucher: Ed Croll

The Bushfire Foundation
CEO & chief commander: Nathan Rogers

Creative agency partner ANZ: Smaran Jworchan
TikTok For Good launchpad – lead: Daniel Klug


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