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Fire & Emergency NZ February 2021

Escape the paper

The brief: It can take less than 3 minutes for a house fire to become unsurvivable. We needed to give New Zealanders an emotional and memorable reason to make an escape plan that could save their lives.

The idea: We filled the paper with ads that sent the reader on a immersive journey from section to section, mimicking the panic and disorientation of trying to escape a house fire. Desperation mounts in each of the four ads through storytelling and art direction, showing readers why it’s crucial to make an escape plan.


Creative team: Myself (Art Director / Creative), Devon Wood (Copywriter / Creative), Leisa Wall & Peter Vegas (ECD)

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