American Red Cross:
The Great Escape

Seven lives are lost to home fires every day in the US – more than all other natural disasters combined. Yet, many of these deaths are preventable by following two simple steps to prepare for home fires: practicing a 2-minute fire drill and testing smoke alarms monthly.

To raise awareness of these two life-saving steps, we created “The Great Escape”, a PSA that is very different from the work that everyone is used to from the American Red Cross. Instead of using a serious tone, we went for something lighter and more imaginative, featuring a surreal universe where a teddy bear, a rag doll, a furry blue monster, and a Playmobil toy have come alive to practice their fire drill.

The PSA achieved 80 million impressions and delivered a view completion rate of 86%. And audiences who saw the video online had a 10.78% lift in brand recall.