The campaign highlights the consequences of a house fire without having working smoke alarms, by focusing on the fact that loved ones could be harmed. In this instance, a father who feels responsible for his daughter being permanently scarred.

Agency: M&C Saatchi – New Zealand
Client company: New Zealand Fire Service
Brand/product: Smoke Alarms Save Lives
Client contact: Scott Sargentina
Media used: TV, Newspaper, Outdoor, Radio 
Executive creative director: Dave King
Account director: Christina Mossaidis
Account manager: Lacey Swanepoel
Writers: Dave King, Wicky Tafau
Art director: Frances Cooke
Agency producer: Jodie Hari
Production/film co: Exit Films
Producers: Susie Cole, Declan Cahill
Director: Glendyn Ivin
Photography: Stephen Langdon
Media strategist: Julie-Ann Hedges