Smokey Bear turned 75 this year, making him the same age as Danny DeVito, which is very cool. What’s not cool? The fact that Smokey has only ever said one thing. His famous catchphrase “Have you seen my keys???” Wait a second. That’s not it. His catchphrase is [checks notes] “Only You Can Prevent Wildfires.”
So, for his birthday we wanted to give him more to say by turning him into a Snapchat filter that anybody can use. To kick it off, we partnered with some stellar celebs to help spread the word about wildfire prevention.
Bonus: Gary Busey is also 75! He’s not one of our “stellar” celebs, but we felt you should know.
You know what is better than a bunch of videos featuring celebrities? STATIC BILLBOARDS.
Art Direction: James Meiser
Copywriting: Anjali Rao + Brenda Fernandez + Sarah Bass