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Seven lives are lost to home fires every day in the US more than all natural disasters combined. In an effort to change these statistics, the American Red Cross is launching "The Great Escape," a PSA aimed at educating families on home fire safety. This campaign focuses on preparing families with two simple steps: Practicing a 2-minute fire drill, and Testing smoke alarms monthly.
To bring this message to life, the work features a surreal universe where toys have come alive and are practicing a timely evacuation from their dollhouse—a scene which we later realize is a figment of one child's imagination.
Created in partnership with BBDO NY and directed by Noam Murro, the memorable PSA uses surprise and imagination to capture viewers’ attention and illustrate the importance of communicating fire safety among families with a lighthearted tone. This is a creative departure for the non-profit which typically invokes a more serious or deep tone.
Other credits
Client: American Red Cross
Chief Marketing & Communications Officer: Rosemary Mcgillan
VP, Marketing Strategy & Creative Services: Selma Bouhl
Senior Director, Social Engagement: Megan Weiler
Director, Brand Marketing & Advertising: Donna Messersmith
Director, Brand Marketing: Chris Andrews
Creative Agency: BBDO New York
Global Chief Creative Officer: David Lubars
SVP, Creative Director: Roberto Danino
SVP, Creative Director: Anne Lac
SVP, Creative Director: Gary Du Toit
SVP, Creative Director: Lance Vining
Copywriter (social): Ryan Sheehy
Copywriter (social): Emma Wren
Art Director (social): Tamara Yakov
SVP, Group Executive Producer: Alex Gianni
Associate Producer: Jason Guzman
Music Producer: Julia Millison
Business Affairs Manager: Kathleen Bannon
Account Manager: Sam Henderson
Senior Strategic Planner: Alexandra Britt
Production Company: Biscuit Filmworks
Director: Noam Murro
Partner/Managing Director: Shawn Lacy
Executive Producer: Andrew Travelstead
Producer: Emily Skinner
Head of Production: Sean Moody
Director of Photography: Eric Schmidt
Production Designer: Brock Houghton
Production Supervisor: Jennifer Berry
Editorial: Rock Paper Scissors East
Managing Director: Eve Kornblum
Producer: Lisa Barnable
Editor: Paul Hardcastle
Assistant Editor: Tom Mika
Flame Producer: Barbara Kontarovich
Flame Artist: Edward Reina
Color: Primary
Colorist: Daniel DeVue
Executive Producer: Thatcher Peterson
Producer: Jenny Bright
Mix: Heard City
Mixer: Tom Morris
Producer: Andi Lewis
Executive Producer: Sasha Awn, Jackie James
Managing Director: Gloria Pitagorsky
Music: Human
Composer: John Christopher Barnes
Creative Lead: Morgan Visconti
Executive Producer: James Dean Wells
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