Thorn Smoke Detector and Alarm

The brief was to sell smoke detectors off the page. We chose an emotive visual approach and decided to pack the ads with copy, to give people the facts about fires in the home: How many people die each year because of fires. What causes most fires? How smoke overpowers them. How much time do they have to get out? The kind of facts that people ignore. We even spelt out how simple it was to fit an alarm. The campaign shifted a lot of alarms.

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