Advertising, App Design
This project started as a reflection on a childhood memory, my most prominent being those of camping with my family and spending time around a campfire. Who better to be the poster child of a safe campfire and camping experience than Smokey Bear.
Using out-of-home media, social media posts, an app, and a postcard series, this campaign allows Smokey to reach audiences in a new way through its youthful tone of voice and imagery that feels both modern and nostalgic. The offering of a convenient and accessible mobile application tool makes getting information about camping and fire safety quick and easy.
Collectible postcards featuring stylized images of the 63 most important National Parks in the United States to be sent out to anyone who has stayed in a national park before. The postcard informs the recipient of the new mobile app and invites them to go explore the great outdoors yet again.
Smokey moves into the modern era with a social media ad that mimics its other out-of-home advertisements. As well as a new camping guide mobile app that allows users to book through the national parks service, check off camping supplies in a customizable packing list, get inspired (and hungry) through a campfire recipe booklet, and most importantly, access valuable fire safety information that teaches users not only how to make the best campfire but how to extinguish one too.