Brief Explanation

To raise the public awareness in wider scale to acknowledge and realize about the problem in order to create engagement as well as raise donations for supporting both firefighters and firefighting equipment in sufficiently resolving the problem.

The Brief

In Thailand, wildfires usually occur quite frequently. From 1985 until now, wildfires took place more than 92,106 times, with over 90% of them caused by humans. As a result, Thailand loses 57,594 acres every year. In addition, there aren’t sufficient firefighters and firefighting equipment to resolve the incidents. Wildfires therefore are becoming more prevalent with incidents increasing year on year. The client, therefore wants a new and fresh idea to raise public awareness about this.

How the final design was conceived

The“Return of the Ashes”project brought back those pieces of burning trees and used them as materials to produce limited edition charcoals sets to be sold in Caran D’Ache shops and online.Furthermore,the posters to promote the campaign were also painted from those parts of burning trees including tree barks,branches,leaves as well as ashes.We also held an exhibition“Return of the Ashes”to create public awareness about the problem of forest fire in Thailand by demonstrating all facts and figures in forms of visual data that was created from burning trees aiming to both educate people about the incidents as well as engage them.

Indication of how successful the outcome was in the market

• In one day, over 20,000 users scanned the QR code to view the process of producing limited edition charcoals sets and witnessing the impact of wildfires. • In two weeks, 1,000 total orders for the charcoal sets were confirmed from both exhibition and website. • It became talk of the town in Thailand and the content of the campaign became one of top 4 that people talked about. • The campaign provoked the government sector to be more interested and strict in monitoring the incidents.