ADVERTISING

korea Fire Protection Association

The Wearable Extinguisher

Agency: Dminusone

Description

The Wearable Extinguisher: A new, quick-response, and senior-friendly safety apron designed to empower the elderly in achieving immediate response to kitchen fires.

In South Korea, 45.7% of residential fires start in the kitchen. As kitchens are filled with cooking oil and flammable materials, they require immediate response. While these environments are high-risk, the elderly face the greatest danger due to slower reaction times and the physical difficulty of handling a heavy, standard fire extinguisher. As a brand dedicated to protecting lives from fire, our objective was to create an intuitive, senior-friendly safety solution.

We discovered the apron always in the kitchen, always closest to fire. Then, we redesigned it using flame-retardant material from front to back. Worn as an apron in everyday life, but in an emergency, it becomes a guardian simply by covering the flames. We distributed these aprons to the elderly. As the campaign gained attention, several government institutions provided additional funding. This enabled the production of more aprons, helping to protect even more seniors.

This apron features three core functionalities:
1. Certified Protection: Utilizing high-performance flame-retardant fabric certified by the Korea Testing & Research Institute, it guarantees professional-grade safety and reliable fire suppression.
2. Senior-Friendly Design: Engineered to be 93% lighter than a standard fire extinguisher, it completely eliminates the physical burden for elderly users with diminished muscle strength or limited mobility.
3. Radical Simplicity: It replaces the complex, multi-step protocols of traditional fire extinguishers with an “Easy & Quick” intuitive response. The user simply removes the apron and covers the flames to suppress the fire instantly.

This professional campaign titled 'The Wearable Extinguisher' was published in South Korea in December, 2024. It was created for the brand: korea Fire Protection Association, by ad agency: Dminusone. This Design medium campaign is related to the Insurance industry and contains 2 media assets. It was submitted about 1 hour ago.

Credits

Advertising Agency (School): Dminusone, Seoul, South Korea
Production Company: Episode Film, Seoul, South Korea
Creative Director : Donggil Kim, Janghan Kim
Copywriter: Yedam Han
Art Director: Jiwoo Lee, Gisol Yoon, Jeongmin Yoo
Account Executive: Hojin Hwang, Seongmin Lee
Director :Eunu Choi

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