��������pk10

Instead of putting the frighteners on people by showing the devastation of a house fire, Engine has attempted to bring some levity to its first Fire Kills campaign for the Department for Communities and Local Government.

The print, radio and social media activity personifies smoke alarms as well-meaning – but sometimes annoying – life-savers. The print ads feature messages from smoke alarms such as: "Please forgive my overreaction to your burnt toast." Engine won the account in 2015, with Deep Focus leading this campaign. It was created by Michael Naman and Liam Chapman. The designer was Liz Allen.