Through a partnership with the Ad Council, the United States Forest Service, and the National Association of State Foresters, Amplifier reimagined the symbol of Smokey Bear, a long-standing icon who for more than 75 years has increased public awareness about how to prevent human-caused wildfires. 

Inspired in large part by anime and video game culture, this multimedia series teaches fire management tips—such as drown-stir-drown-feel, and never leave a fire unattended—in accessible ways.