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Similar but not an exact match: Cartella NF by Nick Curtis 
Damn, can't identify it either... It reminds me (a lot) ONRAMP but /K is way off as long as /M centre vertex. Strange nobody's identified it though. Doubting but Smokey Bear may have commissioned a bespoke typeface...
Some other options, though as with Cartella NF, you'd need to straighten the S, and alter the E (shorter crossbar):
EDIT: Draftfcb, now just FCB, authored the campaign. As one of the Interpublic Group agencies, they most certainly have the resources to commission a bespoke typeface.