Viking Fire Suits
Esbjerg, Denmark

The Danish representatives for Viking told us that their European advertising was detail-oriented rather than demonstrative. In contrast, we felt that Americans who actually fought fires would be more impressed if their protective clothing be shown as light and flexible when in use.

As a result we chose a strong but improbable visual of a fire fighter performing on gymnastic equipment while wearing our client’s fire suit. We also identified and hired actual gymnasts to demonstrate Vikings flexibility at American trade exhibitions.

Danish Fire Suits
“Gymnast” artwork for American trade exhibitions. Concept, design and photography for Danish client by MMS.