Zippo lighters wanted to build credibility for their brand. Although Zippo lighters are used to light up a cigarette, they wanted to show the ill effects of smoking as a corporate social responsibility / public awareness campaign.

 

Use the lighter, itself, as the media to remind people and spread the message: smoking kills.

 

The lighter is an expensive one and affordable to only a certain class of people. That's why the lighters were placed in 5 star pubs and restaurants to act as a reminder of the ill effects of smoking. The message was innovatively embedded in the lighter itself.

 

AGENCY:
DDB Mudra, Mumbai

 

PROJECT DETAILS:
Client: Zippo Lighters

Media: Direct Marketing