To capture the human impact of British Columbia’s wildfires, this campaign focuses on capturing the collective memories British Columbians share in BC’s forests and how easily a wildfire can take those experiences away. In this Government of British Columbia PSA directed by Jason Van Bruggen of production house Suneeva for Vancouver, B.C.-based agency Camp Pacific, each memory is represented by a large-scale photograph that seamlessly blends into the forest behind it, which highlights the connection we have to our forests and the importance of protecting them.

In 2017, wildfires destroyed over a million hectares of forests in BC, making it the worst wildfire season in the province’s history. The BC Wildfire Service responded to over 1,300 wildfires — one-third of those fires were found to be human caused. This campaign set out to change that statistic by reminding people to be safe with campfires and cigarettes in BC’s forests.

Credits

Client Government of British Columbia Agency Camp Pacific Josh Fehr, executive creative director; Todd Takahashi, art director/associate creative director; Luke Devlin, sr. copywriter; Ann Rubenstein, producer; Catherine Piercey, strategist; Peter Bolt, general manager. Production Suneeva Jason Van Bruggen, director. Editorial Umbrella Post Color Silver Lining Productions Audio Wave Productions. Photography Bill Hawley, Robin O’Neill, Jason Van Bruggen

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