Sparking connections

description

BIC lighters are infamous for their easy to use, portable lighters. We are in a new day and age where no one uses a BIC lighter to smoke a cigarette; everyone uses them to smoke weed. Think about a time you smoked (if you have); who were you with? What were you doing? Everyone has a crazy smoke story, and it seems to always involve connecting with people who you wouldn’t normally think of talking to in any other scenario.

the process

This campaign originally started as a copy campaign. My partner and I decided to revamp BIC after experiencing our own crazy smoking experience in New York City. A blurry iPhone picture soon morphed into endless white board mind maps, absurd Amazon orders for props, extensive planning for photo shoots, and hitting up everyone we knew to model. After many weeks of carefully planning, “Sparking Connections” was born.