A campaign with an unusual request: to set our work on fire.

Zippo lighters have a huge following with campers, hikers, and nature lovers. Because when you’re out in the wilderness, your Zippo isn’t just a tool—it’s a lifesaver. To engage with this audience, we created Pyrotechnic Posters: a campaign that included an interactive art installation at the Zippo Museum, and a handmade kit sent to nature-loving influencers who reached a combined audience of 5.9 million.

These “ordinary” all-black posters were coated with a heat-sensitive ink that revealed an ominous world of all the creatures that lurk in the dark—and served as a reminder of the importance of carrying a Zippo.

Role: Concept + Art

Made with:
Menno Kluin (CCO)
Jon Wagner (ECD)
Will Montgomerry (CD - Art)
Martha West (CD - Copy)
Brian Gartside (Head of Design)
Peter Hahn (Associate Design Director)

Illustrated by: Illusion CGI