Summer ‘18–’19 saw out-of-control campfires lit by tourists and locals destroying 4,725 hectares of forests. And sparks from machinery destroyed an additional 2,655 hectares.
In a market crowded with scolding warnings, FCB worked with Fire and Emergency NZ to stand out with a more emotive approach for the ‘19–’20 summer season. Using native birds bearing the familiar “highly flammable” symbol to appeal to the public to protect precious native forest and birds from the danger of wildfire. After all, who better to represent the forest that its cutest and most-vulnerable residents?
Native birds are reluctant models, so FCB worked with Flux to create the beautifully evocative images. These were paired with the elegant Berlingske Serif from Playtype, the simple typographic treatment being evocative of a scientific index card.
Project completed with Kimberly Torrie and Hayley Marks at FCB New Zealand