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Smokey Bear Reboot Takes Warm and Fuzzy to a Whole New Level


The new man-in-a-furry-suit-and-big-ass-jeans incarnation of Smokey Bear is all about huggin' and lovin' strangers he meets in the woods. These days, who isn't? (Well, OK, Purity Bear for one.) Draftfcb in Los Angeles created this integrated Smokey campaign for the Ad Council and the U.S. Forest Service, and as always, the goal is conveying information on how to prevent forest fires. There are TV and radio spots, as well as print, outdoor and digital elements, including the hashtag #SmokeyBearHugs. Past versions of the iconic bear—and there have been many since the character was introduced in 1944—would cry,nag, lecture or simply stare down campers while brandishing a shovel to make a point about fire safety. (The recent CGI Smokey was a preachy douche.) Now, Huggy Smokey Bear literally embraces those who act responsibly, holding them lovingly in his ursine arms. At least he doesn't grin and bare it. The hugees mostly look uncomfortable and make weird faces. Perhaps they're mortified to be in such goofy PSAs.

Campaign: Smokey Bear/Wildfire Prevention

Client: The Advertising Council
Senior Vice President, Group Campaign Director: Michelle Hillman
Vice President, Campaign Director: Amy Gibson-Grant
Campaign Manager: Ricki Kaplan
Assistant Campaign Manager: Kristin Ellis

Client: U.S. Forest Service
Fire Prevention Program Manager: Helene Cleveland
Acting Fire Prevention Program Manager: Gwen Beavans

Client: National Association of State Foresters
Director of Communications: Genevieve O’Sullivan

Agency: Draftfcb, Los Angeles
Chief Creative Officer: Eric Springer
Executive Vice President, Executive Creative Director: Michael Bryce
Senior Vice President, Group Creative Director: Jeff Maerov
Copywriter: Nick Micale
Art Director: Patrick Moore
Vice President, Executive Producer: Thomas Anderson
Producer: Jeffrey Perino
Executive Vice President, Group Management Director: Yolanda Cassity
Vice President, Management Director: Leila Cesario
Account Executive: Jennifer Levin

Production: Park Pictures
Directors: Terri Timely (Ian Kibbey, Corey Creasy)
Creative Consultant: Lance Acord
Executive Producer, Owner: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Head of Production: Anne Bobroff
Producer: Valerie Romer

Editing: Butcher
Editor: Teddy Gersten
Assistant Editor: Leah Turner
Producer: Chrissy Hamilton
Executive Producer: Rob Van

Effects: D Train (Smokey)
Creative Director: Ben Gibbs
Effects Supervisor: Jan Cillers
Producer: Shelby Wong
Coordinator: Chelsea Brewer

Effects: Alterian (Smokey)
Creature Effects, Smokey Suit Designer: Tony Gardner

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