BIC's classic lighters have special iconic shape and with a bit of imagination it can be turn into a human. So we decided to wear it into most known football uniforms, using only color, so that any lighter can become a footballer of a national team. We chose and launched the uniforms for 7 most popular national teams also keeping in mind the loyalty of fans, the awareness level among people and chances of teams to perform successfully in the cup. Also we kept in mind all buyers and retailers, who would like to sell products relevant to the event, so that thaey could compete in having BIC lighters in their stores

We used original colors and combination of the figures in a way that would immediately make the team clear. We also used the tight and short space of the product to fit the design in a way that makes it a footballer. It was tough but very interesting challenge. We also made it clear how to use lighters as a footballers in all further communications, mainly for real-time marketing needs, such as match introduction and result posts with relevant targeting of fans. We made a solution that is clear for both local and foreign audiences all around the world

Lighters succeeded to enter the stores where they hadn’t present yet. Buyers and store owners already transmitted 45% more pre-orders to buy the special series. We succeed to make lighters more popular than regular licensed products even before the sales started. And we violated 0 laws and copyrights.