BUSHFIREFOUNDATION

On Black Friday in 2023, Australia was on the verge of a spending spree. It was also on the verge of the most devastating projected bushfire season in its history. A little-known, humble group of volunteers called The Bushfire Foundation needed to gain attention to prepare families for the bushfires ahead. So we hijacked the hottest sales event in the world to give “Black Friday” a whole new meaning and convince a nation to save what matters most. In just one day, amassing over 4 million total TikTok views and $1 million in earned media. All for $0 spend.