FCB New Zealand’s “Made from Remains” campaign was created for Fire and Emergency New Zealand and was a winner at the 2017 CARE Awards.The campaign was also named to The Good Report’s ranking of top campaigns promoting sustainability and social responsibility.
The aim of the campaign was to drive home the importance of working smoke alarms. The print ads, which appeared in both local and national newspapers, told the real-life stories of house fires. To maximize the campaign’s impact, FCB printed the double page spreads using a mixture of black newspaper ink and the charred remains of burnt family homes. The ash-black print marked the readers’ hands meaning that they were left with a physical impression as well as an emotional one. http://fcb.co.nz/work/made-from-remains/