Bulwark®, VF’s Flame Resistant Workwear Brand, Burns Paper City to Showcase Worker Safety
NASHVILLE, Tenn., June 4, 2012 /PRNewswire/ — Bulwark® Protective Apparel has taken a dynamic approach to B2B marketing with the release of “451 Degrees”, a stunning and thought provoking film that focuses attention on one simple fact: people are not fireproof.
As the world’s largest manufacturer of flame-resistant 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 in the oil and gas industry, electric utility workers and commercial electricians.
The short film can be accessed at www.bulwark.com/451. “This is not a corporate video,” said David Crace, Bulwark VP 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 3D 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.
“451 Degrees 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,” said Jewell. “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 (www.fitzco.com), the video showcases the talents of 3D paper sculpture artist Jeff Nishinaka. It took Nishinaka several months to create the paper industrial model, measuring ten feet across and more than 12 feet tall, 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.
Bulwark unveils the video today at a world premiere gala in Denver at the Wells Fargo Theater. The event is being held in conjunction with the Safety 2012 conference sponsored by the American Society of Safety Engineers (www.asse.org).
The live action production company, SuperFad, produced the film in concert with Bulwark and Fitzgerald+CO.
About Bulwark® FR
Bulwark® FR is a division of VF Corporation. (NYSE: VFC). Headquartered in Nashville, TN., Bulwark manufactures and markets flame resistant shirts, pants, bibs and coveralls, outerwear and accessories.
VF Corporation is a global leader in branded lifestyle apparel with more than 30 brands. The company’s top six brands are The North Face®, Wrangler®, Timberland®, Vans®, Lee® and Nautica®; other brands include 7 For All Mankind®, Eagle Creek®, Eastpak®, Ella Moss®, JanSport®, Kipling®, lucy®, Majestic®, Napapijri®, Red Kap®, Reef®, Riders®, Splendid® and Smartwool®. VF Corporation’s press releases, annual report and other information can be accessed through the Company’s home page, http://www.vfc.com.
SOURCE Bulwark FR