Digital consultancy Wonky has created an animated ‘Fire Kills’ public service ad for the Central Office of Information.
Appointed in December 2008, the Bristol group won a creative pitch against two other consultancies after presenting a storyboard, following a brief to bring current safety branding to life.
Wonky’s Plan a Safe Escape response is an instructive animated sequence. Vicky Brophy, head of digital at Wonky, sees it as a departure from previous shock-tactic Fire Kills campaigns.
‘We wanted to make sure it wasn’t too scary. It’s about giving advice and finding a way to express it through strong, bold graphics,’ says Brophy.
‘It incorporates quite a few facts, like keeping tidy hallways, having a plan B and highlighting exits,’ she adds.
Brophy says the sequence relies on ‘flow’. ‘ It’s very much about escape routes, being represented by arrows and dots which create a path to follow. There are transitions where dots turn into the heads of people,’ she explains.
Further animation work by Wonky will be used in an online viral fire safety game, Fire Kills Challenge, which has been designed by film company Rubberductions.
The ad has been sent out to TV channels and is now ready to air.