RKCR/Y&R, London 
- Hampstead Road Greater London House
- London NW1 7QP
- United Kingdom
- Phone: 0207 611 6568
- Fax: 020 7611 6011
- Country Phone Code: 44
- Website: www.rkcryr.com
- Email: alexandra_gluck@uk.yr.com
CLG Fire Safety - “Fire / Breathe”
Communities & Local Government-| Title | Fire / Breathe |
| Tagline | Test your smoke alarm weekly |
| Agency | RKCR/Y&R |
| Advertiser | Communities & Local Government- |
| Brand | CLG Fire Safety |
| Product Category | Institutional/Public Interest/Non-Profit Org. |
| Campaign Name | Fire Kills |
| Market | United Kingdom |
| Country of Production | United Kingdom |
| Language | English |
| Date of First Broadcast/Publication | October 5, 2009 |
| Media Type | Television |
| Awards | Advertising Creative Circle Awards, 2010 (Gold Craft TV) for Best Cinematography British Television Craft Awards / BTCA, 2010 (Gold Award) for Live Action Special Effects London International Awards - LIA, 2010 (Bronze) for Cinematography Kinsale Shark Advertising Festival, 2010 (Silver) for Public Service and Social Welfare The New York Festivals International Advertising Awards in All Media, 2010 (Silver) for Television: Cinematography Cannes Lions International Festival of Creativity, 2010 (Silver Lion) for Cinematography D&AD Awards / Yellow Pencil, 2010 (Yellow Pencil) for TV & Cinema Crafts: Direction CLIO Awards, 2010 (Bronze) for Visual Effects CLIO Awards, 2010 (Bronze) for Direction CLIO Awards, 2010 (Silver) for Cinematography British Arrows, 2010 (Diploma) for Public Service Advertising British Arrows, 2010 (Diploma) for Best Over 30 And Up To 60 Second Commercial |
| Creative Director | Damon Collins |
| Art Director | Jerry Hollens |
| Copywriter | Mike Boles |
| Director | Dougal Wilson |
| Account Director | Nick Fokes |
| Account Planner | Anna Tetlow |
| Agency Producer | Tim Page |
| Editor | Joe Guest |
| Advertising Manager | David Watson |
| Production Company | Blink London |
| Editor | Final Cut |
| Editing Company | Final Cut |
| Post Production | MPC |
Story
It shows the risks of drowning in the deadly toxic smoke of a house fire if you do not have a working smoke alarm. The campaign is born out of the killer fact that just 2-3 breathes of toxic smoke and you are unconscious.
Problem
Encourage the public to test their smoke alarms regularly