Bulwark Protective Apparel has taken a dynamic approach to business-to-business (B2B) marketing with the release of 451o, a thought-provoking film that focuses attention on one simple fact: people are not fireproof.
As the world's largest manufacturer of flame-resistant (FR) apparel for industrial workers, Bulwark wanted to focus attention on the relationship between people and fire, specifically individuals working in hazardous environments such as those found in the oil and gas industry, electric utility workers and commercial electricians.
"This is not a corporate video," said David Crace, Bulwark Vice President of Marketing. "We're seeking to engage our customers with an artful film that elevates the discussion about fire safety in the industrial workplace. It is a compelling reminder that safety matters, because lives are at stake."
This film opens with a dramatic view of an industrial worksite sculpted completely from paper. This 3-D sculpture imagines a facility with oil derricks, exhaust manifolds, electrical switches and piping systems and includes "paper people" at work throughout the site. As the camera explores the landscape, a small fire ignites, quickly spreading into a dramatic, all-consuming blaze. As the entire sculpture turns to ash, a simple phrase - "Because people aren't fireproof!" - appears onscreen.
"451o will surprise many industry observers," said Stan Jewell, Bulwark General Manager. "Our customers are engaged in serious, sometimes dangerous work. We want them to know that we understand the risks inherent in their work and that Bulwark is committed to developing innovative products and services that increase safety and reduce risk."
From its inception, Bulwark envisioned the project as one with greater appeal, not only to safety engineers and target industries, but to people in all walks of life. Initial audience reaction has proven that the message strikes the intended chord, reinforcing that life is fragile and, like paper, people can be destroyed in moments.
"For Bulwark, safety is a shared and sacred responsibility," Jewell said. "Safety is the driving force for everything we do - it's what makes Bulwark a leader in the FR apparel industry and guides our innovation, products and service offerings."
Conceived in partnership with Bulwark's advertising agency, Fitzgerald+CO, the video showcases the talents of 3-D paper sculpture artist Jeff Nishinaka. It took Nishinaka several months to create the paper industrial model, measuring 10 feet long and more than 12 feet tall, that was featured in the video. As viewers will quickly discover, the beauty of the sculpture is heightened by the fact that, from the very beginning, it was meant to be set on fire. Live action production company, SuperFad, produced the film in concert with Bulwark and Fitzgerald+CO.
Bulwark unveiled the video on June 4 at a world premiere gala in Denver at the Wells Fargo Theater. The event was held in conjunction with the Safety 2012 Conference sponsored by the American Society of Safety Engineers.
To learn more about the project and view the film, as well as time-lapse visuals and still imagery, please visit www.bulwark.com/451.