“Only YOU can prevent wildfires” still strongly resonates, but for what audience? This is the question that Draftcb attempted to tackle on behalf of the Ad Council and the U.S. Forest Service in bringing back to life Smokey Bear. In the new campaign, which includes TV, print, digital and radio, Smokey isn’t conceived of as a computer character anymore, but as a loveable, fire-preventing bear who is celebrating and rewarding people who act safely with fire. Smokey communicates this by giving out “bear hugs.”
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