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The new man-in-a-furry-suit-and-big-ass-jeans incarnation of Smokey Bear is all about huggin' and lovin' strangers he meets in the woods. These days, who isn't? (Well, OK, Purity Bear for one.) Draftfcb in Los Angeles created this integrated Smokey campaign for the Ad Council and the U.S. Forest Service, and as always, the goal is conveying information on how to prevent forest fires. There are TV and radio spots, as well as print, outdoor and digital elements, including the hashtag #SmokeyBearHugs.
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