TIMES CHANGE BIC DOESN'T
TIMES CHANGE BIC DOESN'T
*student work*
THE ASK
Become a one-man-agency for a brand that you use every single day. Develop a new campaign for this brand that is completely different from their current work.
THE STRATEGY
For the last 47 years, BiC lighters have offered the same things (light, heat, and fire) all while keeping the same familiar design. With over 50 safety and quality tests, each lighter is meant to stand the test of time.
The Story
The iconic design of BiC lighters have been a cornerstone of pop culture for over 40 years. From the music industry to fashion to art, the BiC lighter is seen as an essential part of society.
When you use a BiC lighter, you aren’t simply using a lighter, you are lighting up the world around you.
The Insight
Owning a BiC lighter isn’t just for smokers, it is something that everyone uses and needs. From lighting candles to starting a campfire, everyone has a connection and story to a BiC.
This is what a lighter should be.
The Opportunity
Fully tap into the aspect of the BiC lighter being seen as a pop culture icon. Highlight other pop culture icons as also being BiC lighter users, no matter who they might be or what universe they come from.
“THE RECOGNIZED STANDARD
OF POP CULTURE FOR 47 YEARS”
In a society where change is constantly happening, the permanent design of a BiC lighter is what makes them so special. Despite being over 40 years old, they are still acknowledged as being not only the most popular lighter around the world, but the most recognizable.
By pairing some of the most recognizable pop culture characters of all time, showcase that BiC lighters are something that everyone can use. Whether you are sparking something up at the end of the night or starting a campfire, BiC is made for you.
These are the BiCs that nobody asked for, but ones that everyone will use. Utilizing the heat and light functions that a BiC can bring, transform some of the worst parts of cities into a welcoming space.
BiC heated bus stops.
In cities with notoriously cold winters modify bus stops into BiC sponsored heating spaces.
On the inside of the bus stop, the polka dots are heating vents triggered by pressing the red switch of the lighter.
Powered by solar panels on the roof of the bus stops.
BiC sponsored lighting system for increased visibility at night.
Placed in dark areas of cities to illuminate walkways for pedestrians at night.
Light is activated with motion sensor.
Light fixture resembles flame of the lighter and is rechargeable with built-in solar panel on red trigger.
The Single Most Compelling Idea:
THE CAMPAIGN
THE EXECUTIONS
Out of Home