Agency
Publicis Canada

Client
Rogers

Year
2025

Canada’s 2024 wildfire season was its worst on record—over 20 million hectares burned, thousands displaced, and rural regions overwhelmed. As climate change accelerates, each fire season will be worse than the last.

Canada is one of the world’s largest countries and one of the least densely populated. As Canada’s largest 5G network, Rogers had cell towers located in isolated areas across the country. Rogers installed advanced sensors across its 5G towers in high-risk regions—areas where wildfires often start but traditional detection lags.

Recognition
Cannes Lions—Bronze, x2 Shortlist
New York Festivals—x2 Bronze, x4 Merit, x6 Shortlist
Communication Arts—Win, Shortlist
Canadian Marketing Association—x2 Win

Most wildfires start in remote areas, away from infrastructure, making it difficult for a timely response from firefighters. Early detection can slow wildfire spread by 90%.

We equipped our cell towers with technology that detects fires up to 20 km away. Using a combination of thermal sensors, smoke detection cameras, and advanced AI algorithms, our towers used the Rogers 5G network to alert local wildfire fighters when a blaze had begun.

Each tower scanned vast territories, analyzing real-time environmental data through AI to detect threats before they spread. The first alert beat all other systems by 16 minutes. Built on the speed and reach of Rogers’ low-latency 5G, the system proved the brand’s reliability through real-world function—not messaging.

+30% Brand Preference
+40% Brand Consideration
First alert issues 16 minutes faster than any other system Each upgraded tower can monitor up to 237,000 football fields
54 fires prevented in 2024