Fire on Display: WWF Turns TV Showrooms Into a Wake-Up Call for Wildfires

When shoppers walk into an electronics store, television displays are expected to showcase vibrant landscapes, crystal-clear oceans and colourful nature scenes. WWF challenged that expectation with Fire on Display, an OOH campaign created by Nossa that transformed ordinary TV showrooms into a powerful reminder of Portugal’s recurring wildfire crisis.

Launched in Portugal during July 2026, the campaign partnered with Fnac and Darty to replace traditional demonstration footage on televisions across 52 stores with real images of some of the country’s largest wildfires from recent years. Instead of selling the beauty of nature, the screens revealed what can happen when that landscape is lost.

The creative idea is remarkably simple because it uses the medium itself as the message. Retail televisions are designed to impress customers with vivid colours, sharp contrast and exceptional picture quality. Fire on Display uses those same technical strengths to present devastating wildfire footage, creating an unexpected contrast that immediately changes the shopping experience.

Unlike many awareness campaigns that ask audiences to visit a dedicated exhibition or event, Fire on Display reaches people during an everyday retail visit. Customers comparing television models suddenly find themselves watching scenes that feel completely out of place in a showroom. That unexpected context gives the campaign its emotional impact without relying on complex technology or large physical installations.

Alongside the in-store experience, visitors were invited to make donations either in-store or online. According to WWF, the funds support reforestation projects while helping provide resources for wildfire prevention initiatives and firefighting teams, connecting awareness with a clear opportunity to take action.

The collaboration between WWF, Fnac and Darty also demonstrates how retail spaces can become meaningful communication channels for public interest campaigns. Rather than introducing additional advertising materials, the campaign repurposed an existing consumer touchpoint that millions of shoppers already engage with. The result feels integrated into the environment instead of interrupting it.

Visually, Fire on Display remains grounded in authenticity. Product specifications, pricing labels and promotional information stay visible alongside the wildfire footage, reinforcing that these are genuine retail displays rather than a staged exhibition. That subtle detail makes the experience feel more immediate while strengthening the campaign’s central idea.

For a campaign centred on environmental awareness, Fire on Display avoids overcomplicating its message. It simply replaces images people expect to admire with images they hope they never have to see again. By transforming television displays into a platform for conversation and fundraising, WWF reminds audiences that the most memorable screens are not always the ones showing perfect picture quality, but the ones showing why those landscapes are worth protecting.

Credits
Advertising Agency: NOSSA™, Portugal
Production Company: Nossa Film Lab & The End
Sound Production: Guel Produções Audiovisuais
Client (WWF Portugal): Joana Guerreiro / Rita Rodrigues
Partners: Fnac (Margarida Silva) / Darty (Isadora Pollo)
Executive Creative Director: Nuno Presa Cardoso
Creative Directors: Victor Britto / Rui Simões
Art Director: Francisco Urgueira
Copywriter: Duarte de Brito Cunha
Account Director: Vânia Araújo Junceiro
Executive Account: Bárbara Ferreira
Motion Designer: Bruno de Souza
Designer: Matilde Matos Fernandes
Web Designer: Carolina Santos
Web Developer: Hugo Marques
Videographer: Diogo Gonzaga
Producer: Daniela Serra
PR: Vera Salminen
Images: AFP / Canal Conta Lá

This campaign is about:
WWF, Fire On Display, WWF Fire On Display, Nossa, Portugal, OOH Campaign, Ambient Advertising, Retail Activation, Retail Media, Wildfire Awareness, Environmental Campaign, Sustainability, Climate Action, Cause Marketing, Experiential Marketing, Reforestation, OOH Campaign, Best Outdoor Advertising Campaigns, Creative OOH Campaigns, European Forest Fire Information System (EFFIS)