The New South Wales Rural Fire Service unveiled a seven-story billboard in Times Square as a thank you to firefighters for helping to put out bushfires that have ravaged Australia.
Silvercast Media donated the space, and Wunderman Thompson created the 70-foot video tribute, according to a tweet from the NSW RFS.
Australia has been battling hundreds of blazes since September in an unusually prolonged summer wildfire season that was fueled by three years of drought, which experts have attributed to climate change.
Bushfires have killed 33 people, charred nearly 12 million hectares (29.7 million acres) of land and wreaked billions of dollars in damage.
The fires destroyed thousands of homes and prompted mass evacuations of both locals and tourists under apocalyptic-like red skies during Australia’s peak summer holiday period.
(Production: Catherine Koppel)