Good design has always been at the heart of the Zippo brand; from initial concepting of the form and function of the Zippo lighter that remains unchanged today, 70+ years later, to continued design and engineering feats bringing premium, uniquely designed lighters to life. Despite lighters no longer being a ubiquitous accessory in daily use, the Zippo brand has stayed strong, maintaining high awareness and esteem. The challenge, however, was to reclaim relevance and modernity in the forefront of consumers' minds. Zippo set out to capture the attention of outdoor enthusiasts in a way that goes beyond the simple utility of a lighter to demonstrate Zippo as a bold, modern and innovative brand that holds good design as a pillar of its brand. With a budget of only $32,300, Zippo chose a focused and targeted approach, leaning on an audience of brand enthusiasts to spread their message.

Zippo set out to position itself as a bold, modern, and innovative brand by pushing the boundaries of traditional utility and creating an innovative experience centered around the Zippo lighter. The pairing of the lighter with thermochromic ink technology extended the brand’s relevance beyond rugged, durably designed products, to a tech- and design-first mentality not readily associated with a 90+ year old brand. The effort set out to remind people of the brand's coolness and cachet, create a deeper emotional connection with the brand, and get consumers expressing to others a newfound appreciation for Zippo's spirit of adventure and discovery. The execution targeted the heart of Zippo enthusiasts, both current and potential. Those who sit at the intersection of Americana, who are outdoorsy, bold, and rugged. Those who seek adventure in everything they do, confident in what they do and who they are.

The influencer kits were designed to be an extension of the Zippo brand ethos, utilizing robust materials, classic Americana design cues and a utilitarian form factor. The posters are housed in a sturdy, wooden box covered on all sides with rich laser engraving giving the overall package a premium feel. The typesetting features bold, condensed weights of Neue Plak as well as the proprietary Zippo typeface to celebrate the contents and key attributes of the brand’s resilience. Within the case a slim black envelope features a personalized letter and set of instructions for recipients to enjoy their poster adventures. Utilizing the rustic brass lighter, engraved with the phrase “The Flame That Never Fails”, they are instructed to touch the flame to the posters, creating a tactile connection to the brand as users reveal the hidden illustrations. Activated by the heat of the lighters, the opaque black layer of thermochromic ink

Demonstrating innovation first and foremost in its home turf, Zippo is changing perception from within by initially launching Pyrotechnic Posters in its Zippo Museum & Gift Shop. Fans, followers and employees were able to experience the brand in a new way, experiencing the innovative thermochromic ink technology to excite curiosity and clearly dramatize the product benefits beyond conventional design to create an engaging, personal experience. Earned media followed from there. Despite minimal promotion, the intriguing and engaging nature of the pyro poster was reshared by influencers who received a box and generated buzz among outdoors and Zippo enthusiasts alike. With a targeted seeding approach, the influencers who received the pyro posters had a combined reach of +5.9M. This execution effectively communicated Zippo's core values while reigniting public perception and appreciation for Zippo as a leader in the industry dedicated to innovation and the spirit of discovery.