Wildfires are frequent in Thailand, and destroy thousands of acres of forest each year. Ogilvy & Mather Bangkok gathered ashes, cinder and timber from forest fires and turned them into limited edition charcoal sets that were sold online and in-store at Caran d'Ache, Swiss manufacturers of artisanal writing instruments. Posters were handcrafted using tree remnants and used to promote the project. And an exhibition increased public awareness of Thailand's escalating forest fire problem. Profits from the sale of charcoal sets were used to purchase equipment for the country's poorly equipped firefighters.
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