If recreationalists in Utah hate one thing, it's being told what to do. And when it comes to the outdoors, they consider themselves experts (even though they were starting half the wildfires in the state every year.) So, we sent these characters their way to kindly remind them of the fundamentals of fire safety.
(By the way, human-caused wildfires were reduced by 50% each year of this campaign! Woo!)
Art Director: Cooper Epps
Copywriter: KC Sosa
Creative Director: Phil Smallwood
Director: Rhett Lewis