Got 15 Minutes
to Burn?

After years of emotive shock-based advertising in one of the most bushfire prone places in the world, most Western Australians still didn’t have a bushfire plan. To break through this apathy, we turned the focus away from the fear of bushfires to the ease of making a plan - which can be done in just 15 minutes.

We didn’t stop at just telling people how easy it was, we reach them when they had 15 precious minutes to spare and nothing better to do - like when they were riding in a passenger seat, waiting for a train and sitting idle in doctor’s waiting rooms.

We even surprised BBL fans by removing firework displays between innings and encouraging them to use that time to make a life saving plan, as well as using Perth Scorchers stars waiting in the dugout to demonstrate how we all have 15 minutes to burn.

400% INCREASE IN PLANS
Bushfire plans created using the My Bushfire Plan App increased by 400% when compared to the previous year’s campaign.

MOST SUCCESSFUL YEAR EVER
2023 had the highest number of plans created in the annual campaign’s history.

Creative Director 
Liz Hammond

Head of Art
Rob Mead

Copywriter
Simon Mullins

Designer & Illustrator
Jim Tuckwell

DOP + Stills Photography
Justin Griffiths

Sound
Brad Habib (Soundbyte)

3D Animation
Dave McDonnell (Last Pixel)

3D Animation
Rick Grigsby (Last Pixel)

2D Animation
James Hawkes (The Office of John Cheese)

2D Animation
Walter Cheung (The Office of John Cheese)

Sound
Brad Habib (Soundbyte)