Smokey Bear — Spark A Change
Through a wry smile you may already be murmuring to yourself “Oh! Smokey THE Bear!” And I should stop you. Turns out everything we’ve known since childhood is a lie. His identity is actually Smokey Bear. The ‘THE’ was mis appropriately attributed from an Eddy Arnold banger back in 1952, and somehow it stuck.
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For this campaign (Spark a change, not a wildfire) we observe humans in the wild as Smokey educates them on most common wildfire starters, and how to prevent them in a way Smokey only could.
"Dumping Ashes" :60
"Dumping Ashes" :30
"Hot Coals" :60
"Hot Coals" :30
"Burning Debris" :60
For this campaign we worked with four different artists to create Smokey Bear print work (Poster and OOH) with Smokey represented in their unique artistic style.
Artist: Brian Edward Miller
Artist: Evan Hecox
Artist: Victoria Ying
Artist: Janna Mattia
Agency: FCB West
EVP, Chief Creative Officer — Karin Onsager-Birch
Creative Director — Mike Long
Art Director — Drew Meiser
Copywriter — Frank Fusco
Director — Dave Laden