DeVries Global - Content Production
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Zippo

CONNECTING TO A NEW AUDIENCE THROUGH ART

Brief

With over 8 decades of business, Zippo has a strong heritage behind it. As times change, Zippo has moved away from its association with smoking and establish the lighter as an accessory. The question we asked was this, how could we take Zippo from being a fashion accesory and extended it into a tool for creativity.

Insight

We partnered with Steven Spazuk, a world-famous visual artist with a long-held affinity for Zippo. He is best known for his fumage pieces – a unique artistic technique that uses fire to create images from smoke and soot, making him the ideal person  to collaborate with Zippo.

 Flame Art limited edition lighter

Flame Art limited edition lighter

Idea

In collaboration with Spazuk, we created video content that captured his unique art and a one-of-a-kind masterpiece, using the flame of his Zippo windproof lighter as both his tool and muse.

It didn’t stop at the images either— they were turned into limited edition lighters that sold out.  Their unprecedented popularity meant that they were added to the standard stock catalogue.

 Steven Spazuk at work

Steven Spazuk at work

Imprint

Over 2.3M video views across Zippo’s owned social channels

373 pieces of global coverage for Zippo x Fame Art  

True global interest with over 14 countries covering the story and growing Zippo's awareness across the world