This campaign was based on Bic's wide variety of lighter color choices. My partner Madi and I realized each person who owns a lighter is very aware of which one they chose and why. A stoner may pick a lighter with marjuana leaves on it, but they pick this because of what it says about who they are. The person who choses a blue patterned lighter might be someone who loves to ski and read. 

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The content and drawing style represents an individual and their passions. This campaign would continue through telling stories through illustration of who the owner is.