Despite being a global leader in medical and safety technology, as well as an incredibly well-respected firefighting brand across Europe, Dräger was still considered to be a small player and was perceived to be out of touch amongst the firefighting community in North America. In an effort to change this perception, elevate the brand, and gain the respect and attention of North American firefighters, we created a distinct and arresting campaign that featured gritty visuals and punchy content. The successful "Stay One Step Ahead" campaign made its debut at the 2014 FDIC Conference in Detroit and was eventually rolled out across print pieces, white papers, posters, promo items, and digital assets across the U.S. and Canada.

2014 FDIC Wall Panels and Booth: