ROLEs: Creative Direction, Copy, Design

Duraflame came to SRW | C.A. Fortune with the goal of increasing their sales despite already being the leader in their category. In ideating a new creative campaign for them aimed at younger consumers looking for affordable luxuries to use during nights in or friendly gatherings, my team wondered…what kind of person would Duraflame be at parties? 😳 The manifesto I wrote below, along with the tagline our team settled on, gave us the answer:

You walk into a dinner party, not feeling fully up to socializing, but suddenly relax—because she’s here.
As you make your way to the heart of the party, you hear the other guests gush about her:
“She always lights up a room!”
“You can feel her warmth from the other end of the house!”
“Listening to her just calms me down, you know?”
“Even if it’s just the two of us, I can sit with her and chat for hours.”

And that’s exactly what you do—take a seat and bask in her glow.
She’s warmth, beauty, and the life of the party. She’s Duraflame.

For over 50 years, Duraflame’s fire logs and fire starters have brightened up parties, gatherings, and nights to yourself, helping kindle memories and make the occasion truly lit time and again. That’s why you can always count on us to be…The Light of the Party.

The client loved this direction, and we settled on bringing it to life with photography that harkened back to the high-flash days of disposable cameras for that candid house party feel. Our first shoot focused on executions for “The Big Game,” March Madness, and Valentine’s Day with more on the way. 2025 is shaping up to be quite a year for The Light of the Party, so party on, Duraflame!