Climate change and increased human habitation across France's dry, forested region are pushing the limits of firefighters' tried and tested "strike quick and hard" strategy.
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In 1989-1990, after vast wildfires decimated 110,000 hectares of countryside in Provence, Mediterranean France adopted a new wildfire strategy.
"It's based on the 'under 10 minutes' idea -- the sooner we catch a fire, the easier it is," said Julien Ruffault of the National Institute for Farming, Food and Environmental Research (INRAE).
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"We went all out... We had a heavy water bomber helicopter, two light helicopters and a Dash plane that was in the air and on the scene in seven minutes... and 60 fire officers on hand," said Eric Grohin, head of the Var fire and rescue service.
"And the fire still spread," he said, recalling high winds fanning flames out of control.
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