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← Back to IdeasS GARD and Ogilvy protect firefighters.
Frankfurt, 8th of Mai 2025 – On May 4, Ogilvy Group Germany launched the “Firefighters are people” campaign for its new client S‑GARD, a premium manufacturer of fire protection clothing. The central idea is simple: behind every piece of protective clothing is a person like you and me. The campaign aims to raise awareness of violence against rescue workers and demand respect.
“‘Firefighters are people’ counters the dehumanization that often leads to aggression against emergency personnel,” says Peter Strauss, Creative Director at Ogilvy: “We are proud of this campaign because it is refreshingly different from the accusatory tone of other ‘respect campaigns’.”
At the heart of the campaign is a surprising visual contrast. Firefighters are shown in everyday situations – but in full uniform. This unexpected sight creates a “satori effect”: an illuminating moment in which the viewer suddenly sees the person in the uniform with different eyes.
In order to spread the message widely and appeal to different target groups, Ogilvy uses a multi-layered approach: print and digital advertising on online platforms and in leading fire department magazines as well as collaboration with various streamers. A social media strategy encourages participation and sharing through target group-specific targeting.
At s-gard.de/feuerwehrsindleute there is information about the campaign, stories of attacks and resources to promote respect and understanding. In a special campaign, Twitch streamers Maxim, LostKittn and Kalle completed special challenges in full fire gear during their streams - spreading the message of S‑GARD to new target groups.
With “Firefighters are people”, S‑GARD wants to become an opinion leader and make a contribution to society. “As a manufacturer of firefighting clothing, we want to promote the safety of firefighters. This campaign is intended to give them the appreciation they deserve,” explains Bruno Schmitz, Managing Director of S‑GARD.
On S‑GARD
S‑GARD is a leading manufacturer of high-quality protective clothing for firefighters, dedicated to providing innovative and reliable solutions to improve safety and performance. With its commitment to quality, innovation and customer satisfaction, S‑GARD is a trusted partner for fire departments around the world.
Vimeo-Link Twitch-Streamings: https://vimeo.com/1082495543?share=copy
S-GARD „Vacuuming“ (Animation): https://vimeo.com/1081825080?share=cop
S-GARD „Ironing“ (Animation): https://vimeo.com/1081823541?share=copy
S-GARD „Dinner“ (Animation): https://vimeo.com/1081824462?share=copy
The creators
S‑GARD
Bruno Schmitz, Managing Director
Johanna Schmitz, Head of Marketing
Sina-Mai Holthuijsen, Marketing
Ogilvy
Strategy: Joan Gabel; Creation: Dominik Bull, Ute Sonntag, Peter Strauss; Consulting: Jorinde Gessner, Naomi-Myuen Park; Production: Simone Kulessa, Joachim Becker
Photographer: Per Schorn
Ogilvy press office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt, Germany
Phone: 069 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany