Dupont – Burning Man

Dupont – Burning Man

Campaign: Nomex presents: Burning Man

Challenge:

Generate awareness for the Nomex flame retardant fabric, showing its protection potential.

Strategy:

  • We invited one of the biggest Brazilian YouTubers, Iberê Thenório, to test the fabric on his channel “World’s Guide”;
  • Among the different tests of the product, we convinced Iberê to walk among the flames.

Results:

  • More than 2.1 million views;
  • Listed in YouTube’s top three most viewed videos during launch week;
  • More than 3000 leads were generated.