The Amsterdam-Amstelland Fire Service uses the ‘Coolbox’ when it goes out looking for new employees. This recruitment container is used during festivities to see whether potential firefighters can stay ‘cool’ during stressful situations in a fun manner.
Do you stay cool when things heat up?
The candidates will be given 90 seconds to rescue a victim from a smoky room. The key word in the container is disorientation. The smart design, the smoke, the noise produced by a slow whoop and the flashing of lights makes it very difficult to stay ‘cool’. The many different stimuli, the design and the time pressure demand a vigorous and systematic method for finding the victim (a training dummy). Can they do it before the timer reaches zero?
Technical design and realisation
The technical design and realisation is organised by FireWare. The Coolbox was realised, plus has now become a true concept, as a result of the collaboration between the Amsterdam Fire Service project team and the ARA advertising agency.
Advertising price
The Amsterdam Amstelland Fire Service’s Coolbox won the prize for the most creative recruitment campaign on 14th May 2007. This took place during the presentation of the Magneten 2007, in the ‘Events, campaigns and exhibitions’ category.
