Fire & Emergency New Zealand: The 3 Minute Print Ad

The average house fire takes just three minutes to become unsurvivable. Yet most New Zealanders don’t have an escape plan. To demonstrate just how little time they have to make it out alive and the importance of having a plan in place, we came up with the 3 Minute Print Ad. It’s a gripping story that becomes increasingly incoherent and disorientating as it progresses, and one that’s crafted to be exactly 720 words in length. Meaning that it takes the average person three minutes to read. It’s a graphic demonstration that, had this been your story, you’d be dead by the time you finish reading it.