NSW Rural Fire Service's Times Square ad by Wunderman Thompson

Australia’s New South Wales (NSW) Rural Fire Service has taken over New York City’s Times Square to thank firefighters fighting the bushfires back home through a donated billboard.

The billboard, created by Wunderman Thompson and donated by Silvercast, the 77-foot ‘Godzilla’ billboard is intended to send a message of thanks to all the firefighters and those who support them around the world.

The 15-second installation transforms Times Square’s usual bright lights into a to-scale fire front.

Engulfing in flames, the 20 metre-high digital billboard reveals the words: “Imagine fighting a bush fire higher than this billboard. Thank you to the brave Australian and US firefighters defending Australia. And to the world for all your support.”

“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’,” said Anthony Clark, the director of corporate communications at NSW Rural Fire Service.

“The support has been amazing – it’s a small sign of gratitude on a big scale.”