Making nature’s weird early warnings obsolete.
Challenge.
The National Earthquake Early Warning System was about to be announced to British Columbians. So Prepared BC needed to announce it in a way that felt more like a relief than a reminder that an earthquake could strike. They wanted to do it in tandem with Earthquake Awareness Day, but they wanted to be tasteful and strike a balance. But how?
Solution.
Our creative team decided to make a scary message a fun one that hit all the important points that the public needed to hear. And they did it by leveraging the well-known phenomenon of pets and animals doing strange behaviours before natural disasters as the key concept. We played with this sixth animal sense throughout a series of digital ads and posts. These creative pieces told people that it’s okay if you are oblivious to your dog, cat, parrot, or horse warning you that an earthquake is incoming. Instead, the National Earthquake Early Warning System will be your new—more reliable—warning sign in case you miss the animal warning signs.
Little Big Production.
Not only did we source local improv talent to host our spots, we also brought in some reputable animal talent who performed incredibly.
Pushing Concepts to the Limit.
On top of a killer concept, they also did exactly what the strategy called for and more.
The Total Social Package.
We completed photography and video production in one day at one location—all to be released on social channels in coordination with partnering government departments.
