Sydney's Aardvark & Aardvark kick off NSW fire safety for Winter 2013
Sydney’s Aardvark & Aardvark has launched a new TV campaign on behalf of client Fire & Rescue NSW, to deliver their 2013 Winter Campaign.
The agency won the business after a creative pitch against both Leo Burnett and MediaCom last year.
"I think a few people will be surprised that we even got these scripts through,” said Simon McGrath, the agency's founder and creative director.
“Government advertising is usually very conservative and very safe. Hats off to the marketing departments of FRNSW and GIO for wanting to push it.
"The idea to bring 'Chance' to life came from the fact that so many people leave their fire safety to chance. It's pretty crazy that we do this. It's not like chance is ever really on our side. So I thought, why don't we portray 'Chance' as a fat, balding, scruffy, untrustworthy character.
“Maybe that will help people see things differently", says McGrath.
Aiden Frost, Marketing and Sponsorship Manager at Fire & Rescue NSW said: "By completing the audit and following through with the action items generated, users will significantly reduce the risk of fire in their home".