Creative Coalition brings attention to the heartbreak of natural disasters

84% of Americans live in an area that has experienced a natural disaster in the last 3 years.

As the consequences of climate change take hold, the threat from wildfires, hurricanes, tornadoes and floods is only going to get worse.

Perci was created by Vivek Kaliramen to help millions of Americans plan for a disaster: a smart evacuation vest packed with essentials, and an app that creates a personalised, step-by-step disaster plan for your household.

Creative Coalition worked alongside Vivek and ex-McDonald's marketer Melanie Courtois to develop the campaign.

“The reality is, when natural disasters strike, amidst the chaos and fear, you only have a couple of minutes to evacuate your home. It is easy to forget the things that matter.

The crucial things you will need to help your family get back to normal. The priceless things that can’t be replaced. We wanted to capture the consequences of that moment," explained Pete Bracegirdle, founding partner of Creative Coalition.

The ad was inspired by a true survivor's story:

"The city was burning, but all I could think about was finding that exact Teddy Bear. My son had been inconsolable when we realised we'd left his 'fluffy' behind during the evacuation."

“Every parent understands what losing Ben would mean to their family. He represents everything that really matters,” explained Guy Moore, founding partner of Creative Coalition.

“Andy and Kerry did a brilliant job of recreating the raw reality of the aftermath of a disaster. It was a pleasure to work with two craftspeople of the highest calibre,” continued Guy.

The campaign includes 3 executions for fire, flood and earthquake/tornado. It will appear initially in out-of-home, press and digital in Los Angeles and Tampa, before rolling out nationally.

Credits:

Perci: Vivek Kaliraman & Melanie Courtois
Agency: Creative Coalition - Guy Moore & Pete Bracegirdle
Photography: Andy Gallacher
Design: Kerry Roper