Building on the success of the Flame Art campaign, we wanted to take Zippo further into the world of art. We identified street art as a cultural movement where Zippo's rebellious and creative spirit could naturally come to life.
What if we took on the world’s biggest street art project? The Zippo lighter is a canvas in its own right, so we decided to hero that USP by working with a world famous street artist to create a visual spectacle – The Unconventional Canvas.
We collaborated with artist Ben Eine through the Global Street Art initiative, to create an enormous installation piece in Ben’s style using recyclable paint. We produced dramatic video content which documented the journey through the creative process, and released a very limited-edition lighter print of the finished artwork. A masterpiece for your pocket.
Zippo Street Art became the biggest campaign the brand had ever undertaken, figuratively and literally.
The CREATE artwork measured a massive 17,500 square metres
Video content recorded over 11.5M views across Zippo's owned social
The Ben Eine designed Zippo lighter sold out across the globe
1,500 pieces of global Street Art coverage