This project reimagines Smokey Bear not as an external mascot, but as an internal voice of responsibility. By showing up in everyday moments, the work invites people to embody the message, proving that wildfire prevention isn’t just something we’re told, it’s something we choose to do.

Agency: FCB New York
Client: Ad Council
Product: 30s Social
Senior Art Director & Copy Writer team : Lina Trejos & Ryan Cousins / Ishan Mohindra & Daniel McCabe