Problem: Smoking amongst Gen-Z is on a quick decline, sharply bringing down the demand for pocket lighters.

Insight: A lighter is a lasting companion, a silent sidekick, with ~3000 available flicks to assist so many memories and milestones beyond smoking.

Idea: 3000 FLICKS TO GIVE. This edgy campaign showcases just some of the special moments that lighters are there for, making every flick count.