Concept celebrates ordinary heroes

Or how we linked the story of modest people to a new fabric for fire protection gear.

Modest persons who go out day after day fighting fires for the sake of others - those are today’s unsung heroes. When DuPont asked us for a concept to promote their latest fabric for firefighter outershells, our creative team felt that we had to tell their story: mothers and fathers who risk their lives.

We proposed a key visual that showcased the DuPont™ Nomex® 3DP fabric, while playing on recognizable emotions through a child’s drawing on a firefighter locker. We wanted to highlight the fact that firefighters are not distant and abstract superheroes, but real people who like to go home to their families at the end of the day. DuPont was as convinced of the emotional potential of the concept as we were, so we ended up producing several ads and brochures based on our idea.

DuPont Nomex 3D ad

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