Smokey Bear
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.
![Billboard](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/2bcaec74-03a4-4125-90ec-c5ff333f2296_rw_3840.jpg?h=f7eef955583c4dd329773795eb1bee21)
Billboard
![Out of Home Posters](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/1946156f-104e-4ba1-87c1-f78d4aff622d_rw_3840.jpg?h=411b7cdd25beb0c62cf5f1b4e019ac42)
Out of Home Posters
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.
![Postcards](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/ede44b1d-49be-4d42-8845-67575494b6d9_rw_3840.jpg?h=210ee3d96b46076294b29c74700ce3c5)
Postcards
![Postcards](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/b925a9c2-2553-43c8-832a-f6ea6a2208c6_rw_3840.jpg?h=504f57158dd52c3dc2864db54d1c5356)
Postcards
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.
![](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/8c81de5a-b087-4dd0-8283-8c894e00886b_rw_1920.jpg?h=0f1307ae43f7b3a889c5fd0e6a78c684)
![](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/764f10e4-3963-45e2-9412-103a7ebb50bd_rw_1920.jpg?h=c40facca9b1a4bd89037051a507ced62)
![Home](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/7b70d5b0-ec26-4328-9fbe-a93f7e578b7b_rw_1200.jpg?h=59f66a361bfcf33780cd27e3e3123f8a)
Home
![Fire Safety](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/b22c71bb-6ed8-479b-90cc-b7b7fd71dd2f_rw_1200.jpg?h=6129712e4a833f5edda9cb14565d6ace)
Fire Safety
![Packing List](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/0d2fa80d-57ca-438e-b608-ebcad29414b0_rw_1200.jpg?h=dd6b3185001d4e6efd6c20c284eee130)
Packing List
![Book a Site](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/6902d0b0-9bcd-4add-a06a-7c7937984d57_rw_1200.jpg?h=8aad9fa0dbedbb67780ffc8a78d97e8c)
Book a Site
![Camp Recipes](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/bffbe7b5-eb83-4265-9c96-f8f5aa7711c4_rw_1200.jpg?h=6390549457ecf37d3c9547962e72d153)
Camp Recipes
Process Peek:
![](https://cdn.myportfolio.com/384b8a1adcd6fd9a55762cd462f746f3/4d1fcbd8-28ce-4e43-8bb5-e30cdd00f86d_rw_1920.jpg?h=04c0d8cc279b443e5112bcba476abf61)