When IDEX Fire & Safety approached Wray Ward in 2021, the conglomerate was seeking a paid media campaign that would drive people to its website and build brand awareness with its target audiences — firetruck original equipment manufacturers, fire and rescue truck dealers, and end users such as fire departments and first responders.

The advertising speaks to firefighters and first responders. It says that IDEX Fire & Safety has the equipment to help them do their jobs and save lives — including their own. Every day, they face the beast of fire, and while they might feel alone, they aren’t because IDEX Fire & Safety has their back with industry-leading fire and safety products.

To bring this idea to life, the creative work also introduced a captivating image of a fireman staring down the menacing “face” of a five-alarm fire. Running in print and online, the ad quickly began to deliver on its goal of engaging people and driving them to the IDEX Fire & Safety website.