THE BUSHFIRE FOUNDATION | BLACK FRIDAY

In 2023, Australia's hottest retail weekend also happened to coincide with the start of the most devastating projected bushfire season since Black Summer. So we partnered with The Bushfire Foundation to hijack Black Friday, using the striking visual of ‘bushfire affected’ items to get people thinking about what they could be saving instead.

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.

The content was supported by a suite of donated digital displays and digital OOH ‘retail ads’ across top trending categories – including a burnt laptop (tech), couch (furniture), and teddy bear (toys).

Results

• 5M+ TIKTOK VIEWS

• $1M DONATED & EARNED MEDIA IMPRESSIONS

• $0 SPEND

AWARDS

• TIK TOK GREATEST FOR GOOD AWARD — SHORTLIST