The Brief:
This campaign aims to raise awareness of fire safety in residential homes by drawing attention to the top three causes of household fires: unattended cooking, electrical hazards (such as overloaded sockets and frayed wires), and fires of lighted materials (candles and tealights). By spotlighting these common risks, the goal is to encourage safer habits and greater vigilance to prevent fires before they start.
The Idea:
Fire doesn’t shout—it waits. Hidden in plain sight, it feeds on our distractions.
To bring this danger to life, we personify fire as The Flamions—a gang of mischief-makers in orange jumpsuits, painted faces and fiery red mohawks. They lurk near stoves, sockets, and candles, just waiting for someone to turn their back.
Versatile, iconic, and instantly recognisable, The Flamions turn invisible threats into unforgettable warnings. They can live across channels as fire-safety mascots—always reminding us: Fire starts when attention stops.
Film 1: Kitchen Mayhem
Film 2: Sockey Party
Film 3: Candle Chaos
Key Visuals
Agency: DDB Singapore
Creative Directors: Vinod Savio, Thomas Yang
Head of Art: Thomas Yang
Art Director: Shawn Lam
Copywriter: JunQi Liao
Director: Chinnapat (Applebox)