As part of the campaign the brand introduced the Bored Fireman Calendar. This clever calendar serves not only as a reminder of the strength of the Element extinguisher, but also of the brand's never-ending pursuit to put fires out of business together with the admiration felt for the brave firefighters across the country. Each month comically depicts ‘fire fighters’ like Pensive Pete, Stacked Steve, and Laidback Larry, who can spend a little more time relaxing and focusing on their passion projects such as knitting or playing cards.