Smokey Bear & DraftFCB Stamp Out Wildfire

In its newest campaign for wildfire prevention created for the Ad Council and the U.S. Forest Service,Draftfcb Los Angeles went back to the roots of a classic and well-loved character, Smokey Bear.
 

In the campaign, which includes TV, print, (badges) outdoor, digital and radio, Smokey isn’t shown as a CGI computer character, but a loveable, fire-preventing bear who is celebrating and rewarding people who act safely with fire by giving out bear hugs. Smokey’s goal is to empower people to act responsibly when recreating outdoors.

 
As the summer months converge on us, this campaign speaks to multiple audiences: the mom and pop generation remembers the classic (and still relevant) tagline of “Only YOU can prevent wildfires,” while Millennials can chuckle at the thought of capturing a picture of Smokey on their smartphones and hash tagging #smokeybearhugs when posting to various social media sites.
 

There is also a strong educational aspect to the PSAs. In each TV spot, context is given to exactly how to prevent wildfires. Since 9 out of 10 wildfires are accidentally started by humans, Smokey’s message is as relevant as ever. The campaign also represents the longest pro bono agency relationship – Ad Council and Draftfcb. 

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CREDITS:
 
DRAFTFCB
Eric Springer – Chief Creative Officer
Michael Bryce – EVP, Executive Creative Director
Jeff Maerov – SVP, Group Creative Director
Nick Micale – Copywriter
Patrick Moore – Art Director
Thomas Anderson – VP, Executive Producer
Jeffrey Perino – Producer
Yolanda Cassity – EVP, Group Management Director
Leila Cesario – VP, Management Director
Jennifer Levin – Account Executive
 
THE ADVERTISING COUNCIL
Michelle Hillman – SVP, Group Campaign Director
Amy Gibson-Grant – VP, Campaign Director
Ricki Kaplan – Campaign Manager
Kristin Ellis – Assistant Campaign Manager
Zach Kohn – Assistant Campaign Manager
 
US FOREST SERVICE
Helene Cleveland – Fire Prevention Program Manager
Gwen Beavans – Acting Fire Prevention Program Manager
 
NATIONAL ASSOCIATION OF STATE FORESTERS
Genevieve O’Sullivan – Director of Communications
 
PRODUCTION
Park Pictures – Production Company
Terry Timely (Ian Kibbey & Corey Creasy) – Directors
Lance Acord – Creative Consultant
Jackie Kelman Bisbee – Executive Producer/Owner
Mary Ann Marino – Executive Producer
Anne Bobroff – Head of Production
Valerie Romer - Producer
 
BUTCHER
Teddy Gersten – Editor
Leah Turner – Assistant Editor
Chrissy Hamilton - Producer
Rob Van – Executive Producer
 
DTRAIN
Ben Gibbs – Creative Director
Jan Cillers – FX Supervisor
Shelby Wong – Producer
Chelsea Brewer – Coordinator
 
ALTERIAN
Tony Gardner – Creature Effects/Smokey Suit Designer