bic x ala: live a lighter life
The challenge: Spread the anti-smoking message of the American Lung Association.
The insight: BIC lighters are associated with smoking, which gives them a bad rap.
The idea: Remind people of the positive moments lighters are present for, and help people see lighters in a new…well, light.
packaging: on a lighter note
While one side of the lighter attempts to dissuade its buyer from smoking, the other side reminds them of more positive uses for their purchase.
oOH
point of purchase
CW/AD: Cristina Thorson & Michelle Sylvest
*This project was created as student work at Boston University.