A chilling message to prepare for a fiery summer.
Challenge.
Most people don’t think, “I need to prepare for wildfire season before spring has sprung.” But with a short and mild winter coming to an end, fire season risks had already begun to show in early 2024. So we needed to get the message out fast by saying that winter has ended sooner than expected, so we all need to prepare sooner than normal. And who better to show as an example of preparedness than first responders—who are always prepared to save lives.
Solution.
We decided to create a campaign that featured first responders preparing for the season ahead, and posed the question: “We’re ready. Are you?” This campaign was designed to be a rally cry for communities to get FireSmart earlier than expected, but it was also a thought-provoking visual message intended to dispell the myth that only professionals can protect communities from the spread of fire. We used our very own Site studio to show what appeared to be regular people in a chilling void, changing out of their winter clothing. Quickly we revealed these were firefighters and first responder uniforms. It put a spotlight on these heroes as being prepared on the tail end of a short winter, then it turned the spotlight on the viewer—challenging them to take action and get FireSmart early.
Studio Production.
We used our state-of-the-art industrial studio to create chilling and fiery in-camera effects. We also cast real firefighters and first responders for each role.
Complete Creative Direction.
We took this project from concept to production through our comprehensive creative process, making sure it was true our original creative vision.
Metrics.
4.1M impressions. 40k clicks. 98% website engagement.
