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The Bushfire Foundation
Black Friday Hijack

The biggest retail event of the year coincides with the most devastating projected bushfire season since Black Summer. At a time when Australians are feverishly racing to find the biggest savings on everything from fashion to furniture and toys to tech, The Bushfire Foundation is urging shoppers to reconsider what they could be saving instead. The campaign, developed by cummins&partners, hijacks the look and feel of typical Black Friday retail ads and content with the striking visual of what appear to be bushfire-affected items.

TikTok

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The campaign launched on Black Friday via TikTok, tapping into the popular unboxing trend to reveal a serious message. Influencers across a range of niches revealed their items, only to explain that “This is no ordinary unboxing, because this is no ordinary Black Friday”, before urging viewers to support The Bushfire Foundation. Each post was promoted as part of the TikTok For Good Launchpad.

DOOH

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Digital Banners

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We acknowledge the Gadigal people of the Eora Nation, the traditional owners and custodians of the lands on which we are lucky to live and work. We pay our respects to their Elders past, present and emerging. 

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