2019 Cannes contenders: 'The Fire Vase' by Cheil Worldwide

Contender: The Fire Vase
Agency: Cheil Worldwide
Client: Samsung Fire & Marine Insurance 

Nominated by:

Joe Carter, communications director, Colenso BBDO:

A vessel that’s designed to carry water that puts out fires. Most of the time it’s the simplest ideas, with the simplest insights (58% of South Korean homes don’t have a fire extinguisher), that cut through. Not only is it tackling a major social issue of poor safety protocols, but it looks slick, too. 

Adams Fan, founder and chief creative officer, F5 Shanghai: 

This is a product innovation that is smart yet simple. And the vase is so beautifully designed. The fire extinguisher is a must-have at home. However, the 'Firevase' is now a need-to-have. Where can I get one?

Federico Fanti, ECD, BBDO Guerrero:

How can a simple flower vase save people’s lives? This is a clever design-driven idea that uses a very truthful insight – most people do not own a fire extinguisher at home. And fire extinguishers often look misplaced in a well-designed abode. So how can we prevent fire without jeopardizing an apartment’s good interior design? Samsung Fire and Marine Insurance came up with just the solution. 

Joakim Borgström, CCO, BBH Singapore:

Use in case of an award show.