Smokey Gets A Makeover
Created by FCB Southern California in partnership with the Ad Council, the campaign utilizes dramatic and explicit visuals to create a motivating message and make a memorable impact.
"Even with all of the success the Smokey Bear campaign has achieved during its nearly 55 years, wildfires still claim an area of forest equivalent to the size of New Hampshire each year," said Peggy Conlon, Ad Council president and CEO. "Although the ads created by FCB for the Smokey campaign have always been top notch, we thought it was time to revise, refresh and re-awaken Smokey's message to the American public."
- Anya Khait