Check it’s alright, before you light.

Out of Home Format/s
Large format Digital Billboards & Petrol Station Screens

Campaign Details
Fire and Emergency aimed to increase awareness and education of fire prevention and wildfire warnings to engage with two distinct groups: locals who are naive to the risk of wildfire and those visiting rural areas who are less competent with recreational fires. Teaming up with Hivestack, they ran a fully automated, geo-targeted dynamic creative to convey the level of fire danger in a particular area. 

Judges’ Comments
We chose ‘Check it’s all right’ as the winner of the Best Use of Data & Technology because it took a well-known, highly distinctive yet highly static asset and modernised it in a way that’s incredibly simple for New Zealanders to understand and deliver to the campaign objective.  The magic and complexity in the use of data & technology were done with purpose rather than simply ‘because they could’, resulting in the use of Out of Home being both an advertisement and a utility for Fire and Emergency NZ. For future entries into the Data & Technology category, we’d love to see more examples of the media and the creative working together, where the media is finding new and interesting ways to leverage data sources, and the creative is enhancing its impact with powerful copy, bespoke to the placement.

Category:
Best Use of Technology/Data
Advertiser:
Fire & Emergency NZ
Campaign:
‘Check it’s alright, before you light’
Creative Agency:
Motion Sickness
Media Agency:
MBM