San Francisco is about to experience another simulated earthquake, courtesy of The American Red Cross Bay Area chapter. On Monday August 20 Union Square will be the centre of a 60 foot super crack, revealing cars trapped in the car park below. Billboards and posters. Super Crack is a pulse-stopping special effect- a 60-foot crack designed to simulate earthquake damage, get the public thinking about the possibility of an emergency, and take action to get prepared.
The Super Crack event included a press conference, where businesses were offered free personal preparedness courses and Red Cross disaster kits, and Business Continuity Planning CD-Rom, which provides comprehensive, step-by-step instructions to help address life safety issues, minimize interruption to business and customers.
The Red Cross recently surveyed the entire Bay Area and found that 83% of local residents are not prepared for an emergency. The USGS predicts a 62% chance that a catastrophic earthquake will hit the Bay Area in the next 30 years, and the recent 4.2 magnitude earthquake on July 20 is a reminder of this fact. Super Crack is a proactive way of forcing people to think, and then take action on the three easy steps anyone can take to prepare their home, family, even pets, for an emergency: Make a plan. Get a kit. Be informed and get trained.
The stunning visual graphics for the Prepare Bay Area campaign and Super Crack itself were created by Publicis & Hal Riney by chief creative officer Roger Camp, creative director/copywriter Mark Sweeney, creative director/art director Dominic Goldman, designer Rosana Mojica, senior art producer Patricia Hom and print producer Pauline Grant.
“We’re proud and honored to continue our role in helping to compel Bay Area residents to take action and get prepared for an emergency,” said Jamie King CEO at Riney. “The Red Cross team is a great partner and this ongoing relationship provides the Riney team with great platform to deliver smart, powerful creative across multiple traditional and non-traditional media.”
CGI & Digital Mattepainting were done by Franz Steiner at Blutsbrüder Design. Doyle Keeton Jr. and Clear Channel Outdoor also partnered with the Red Cross to provide support in executing Super Crack.
As part of the same campaign, brand new billboard images will be going up on large stationary billboards all over the Bay Area. These feature iconic local images like the Golden Gate Bridge, cable cars, Marin Civic Center, etc. done in a “shaky-camera” style to simulate an earthquake.
Partnered with PG & E and Catholic Healthcare West, the Prepare Bay Area campaign’s focus is to drive Bay Area residents to www.redcrossbayarea.org or to call 1-877-PREPBAY to get information on how easy it is to get prepared, with the goal getting 1 million residents prepared.