Ad Council | Smokey Bear

"Decades"

"For Smokey’s 80th birthday, we wanted to pay homage to his years of wildfire prevention education by taking a trip down memory lane, reminding everyone that although Smokey teaches wildfire prevention, it’s only you who can prevent wildfires.” ECD, Ida Gronblom

To celebrate eight decades of Smokey Bear, the USDA Forest Service, the National Association of State Foresters (NASF) and the Ad Council released a public service advertisement (PSA) paying homage to the legacy of the iconic wildfire prevention campaign. Featuring actor Brian Tyree Henry as the new voice of Smokey Bear, the nostalgic film highlights Smokey’s longstanding presence in American culture and critical message that reminds audiences “Only You Can Prevent Wildfires.”  

Developed by FCB New York, the creative agency behind Smokey Bear since his 1944 introduction, “Decades” ushers viewers through time to experience the generational impact of Smokey’s empowering message. Since inception, Smokey Bear’s wildfire prevention campaign has been singular in focus: to educate the American public on how to prevent unwanted human-caused wildfires through individual actions. 

In addition to the “Decades” film, FCB New York collaborated with award winning illustrator, Sam Gilbey, to develop vintage movie posters mirroring Smokey’s 50s, 70s and 80s decades. Best known for designing intricate cinematic posters, Gilbey portrays nostalgic versions of Smokey in each highlighting some of his prominent wildfire prevention tips. From campfire safety to properly securing tow chains, each poster uses timely aesthetics including character clothing, art style and colors to transport audiences back into each era. FCB New York designed the central type treatment, and embellished by hand by Sam for each decade.Through each illustration, Smokey is featured as the protagonist of American culture’s wildfire prevention movie.

Campaign: TV, radio, print, Out-Of-Home and digital.

Client : Ad Council
Agency : FCB New York
ECD: Ida Gronblom
CD : EJ Lee, Joey Monteverde
Illustrator : Sam Gilbey
Head of Design & Craft : Sy-Jenq Cheng
Design Director : (Type treatment) Eric Benitez
Senior Art Director : Caroline Mortenson
Senior Copywriter : Chloe Bayhack
Art Director: Rachel Power
Senior Digital Producer : Margot Meyerhoff
Executive Producer : Sachin Arora
Associate Program Manager : Nicholas King
Management Supervisor : Jesse Gwilt, Sydney Stein

Categories : TV | OOH | Print | Digital