USING A FOREST OF MEMORIES TO FIGHT WILDFIRES.
USING A FOREST OF MEMORIES TO FIGHT WILDFIRES.
In 2017, wildfires destroyed over a million hectares of forest in British Columbia, making it the worst wildfire season in the province’s history. Of the 1,300 fires the BC Wildfire Service responded to, one-third were found to be man-made. The Government of British Columbia challenged us to create a campaign that would change that statistic by encouraging people to be responsible with campfires and cigarettes in outdoor areas.
Residents of the province know the risks of fires during the summer months, but often see it as something that doesn’t affect them directly. To get our message to resonate with British Columbians, we tapped
into a common thread that’s woven into the core of the province’s culture: a love of the outdoors. We set out to remind people of the value of their experiences in the outdoors and demonstrate how easily a wildfire can take those experiences away.
To make the impact of BC’s wildfires relatable to everyone, our campaign focused on showcasing the collective memories British Columbians share in BC’s forests. Each memory was represented by a large-scale photograph that was seamlessly integrated into a forest environment to highlight the connection people have to our natural landscapes and the importance of protecting them.
the Idea
Humanize the impact of BC’s wildfires by contrasting the collective memories we have in our forests with how easily a wildfire can take them away.
Behind the scenes
Each scene was created using practical effects to create a real connection between our greatest memories and our forests.
End of the line
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