Wunderman Thompson and the NSW Rural Fire Service pay thanks to firefighters with 77-foot billboard in Times Square

A 77-foot billboard in New York City’s Times Square has appeared thanks to Wunderman Thompson Australia and the NSW Rural Fire Service, sending a message of thanks to the Australian and US firefighters who have been working to defend the country during the bushfire crisis.

The billboard, donated by Silvercast, broadcasts to-scale images of a fire front with the message ‘Imagine fighting a bushfire higher than this billboard’.

The note of thanks then appears: “Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support.”

Anthony Clark, NSW Rural Fire Service director corporate communications, said: “We’ve seen incredible support from all areas – from individuals, big corporations, our overseas firefighting partners and the community, so when we were offered this free ad space we thought it was a chance to return the favour and say ‘thanks’. The support has been amazing – it’s a small sign of gratitude on a big scale.”

Simon Langley, Wunderman Thompson’s national chief creative officer, said working on the project was a privilege.

“With Australia having experienced one of the worst fire seasons in history, there has never been a more important time for us to recognise our firefighters, both locally and internationally, who have bravely battled the bush fires to keep our country and people safe. It has been a privilege to work alongside NSW Rural Fire Service and Silvercast to create the global tribute our firefighters deserve,” Langley said.


NSW Rural Fire Service
Director Corporate Communications: Anthony Clark

Wunderman Thompson Australia
National Chief Creative Officer: Simon Langley
National Chief Strategy Officer: Angela Morris
Creative Director Sydney: Sinead Roarty
Creative: Lachlan Newham
Creative: Jack Elliott
Partner: Ana Lynch
Engagement Manager: Rebekah O’Grady
Post Production: The Cannery @ Wunderman Thompson
Producer: Chloe Marshall
Senior VFX Artist: Kel Gronow


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