BECAUSE PEOPLE BURN by Fitzgerald+co. for Bulwark

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BECAUSE PEOPLE BURN

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Industry Clothing
Media Print, Magazine & Newspaper
Market United States
Agency Fitzgerald+co.
Executive Creative Director Marc Lineveldt
Art Director Patrick Campbell
Copywriter Brian Pierce, Duncan Stone
Producer Christine Sigety
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: BULWARK
Product/Service: BULWARK FLAME RESISTANT CLOTHING
Agency: FITZGERALD+CO
Executive Creative Director: Marc Lineveldt (Fitzgerald+CO)
Chief Creative Officer: Noel Cottrell (Fitzgerald+CO)
Art Director: Patrick Campbell (Fitzgerald+CO)
Copywriter: Brian Pierce (Fitzgerald+CO)
Producer: Christine Sigety (Fitzgerald+CO)
Print Producer: Stephen Mitchell (Fitzgerald+CO)
Account Manager: Austen Tully (Fitzgerald+CO)
Account Director: Pam Piligian (Fitzgerald+CO)
Copywriter: Duncan Stone (Fitzgerald+CO)
Media placement: Microsite - Www.bulwark.com/451 - April 17, 2012
Media placement: Film - Www.bulwark.com/451 - April 17, 2012
Media placement: Event - Denver - April 17, 2012

Describe the objective of the promotion.
We wanted to disrupt a Flame Resistant Clothing category that was only concerned with technical specifications, risk assessments and government compliance. And we wanted to remind them of one thing: our goal is to keep people from burning.

Describe how the promotion developed from concept to implementation.
We commissioned Jeff Nishinaka, an internationally respected artist, to create a paper sculpture depicting the people and industries (oil, gas, and electricity) served by Bulwark. A documentary crew filmed the 8-month long process. Nishinaka provided commentary highlighting the attention to detail and dedication required for such an undertaking (paralleling the dedication required in the Flame Resistant Clothing industry).

We then burned the sculpture to ashes.

The documentary premièred at a private event for the 1,000 decision-makers who make 90% of the industry’s purchasing decisions. We also created a microsite where the film could be watched, re-watched and shared.

Explain why the method of promotion was most relevant to the product or service.
In the face of fire, people are as precarious as paper dolls. By building, and then burning, a paper sculpture, we reminded everyone that things as precious and beautiful as works of art and human lives can be erased in moments.

By premièring the film in front of industry decision-makers at a private event, we ensured that it would achieve maximum emotional impact.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Due to the event’s timing, sales data was not yet available as of the entry deadline. But the film was met with an overwhelmingly positive response at the première. Innumerable sales leads were generated. And, most importantly for an awareness campaign, the film has shifted the conversation about Flame Resistant Clothing. The industry decision-makers at the event could not stop talking about the film. And the buzz has only increased since then.