Windproof lighter brand, Zippo has launched a campaign in India, to encourage people to not let external factors dampen their inner fire. Conceptualised by Ogilvy, the film aims to draw a chord with the younger cohorts who are often criticised for their career and looks, among other things.
The campaign comprises a master film, which is a compilation of individual 15 second films that the brand has rolled out.
The film depicts the journey of people who have been criticised and discouraged for doing what they do. Right from a new mother who’s told that she cannot handle motherhood, alongside a corporate job, to a young girl who is shamed for gaining weight. Towards the end of the film, each of the protagonists is seen penning down the negative thoughts that society puts into their head. They then burn the piece of paper with the help of their Zippo, to put an end to societal negativity.
Lucas Johnson, associate vice president, Zippo Global, marketing, said, “I am very pleased to see our vision come to life with this brand film. We want to showcase the power within each of us, through the metaphor of burning away insecurities. Our philosophy as Zippo has always been that the consumer sees us as an extension of their personality, taste and style. Zippo has moved beyond the realm of being just a utility product to being a personal fashion accessory that can be passed down from one generation to another. The film beautifully captures our unique lighter design capabilities and the trademark ‘click’ sound the lighter makes when opened.”
Ritu Sharda, chief creative officer, Ogilvy India, said, “Zippo is one of the most iconic brands in the world. It comes with great legacy and the opportunity to create this film was certainly exciting. Their first-ever campaign in India ignites a flame that inspires people to be their true selves, to be courageous, and live with confidence.”
Arneeta Vasudeva, national head, PR and Influence, Ogilvy India, added, “In this vignette film, we see people leaving everything that holds one back and getting ready to go out to follow their passion with no fear of failure or judgement. The film strongly portrays a message of telling the world no matter who you are, you should always live with confidence.”