We sought to reframe thinking about Zippo beyond its original functionality as a cigarette lighter and to venture into how Zippo lighters have long served as a canvas for art. By capturing renowned street artists Ben Eine’s most challenging work on an iconic windproof lighter. We created a global digital campaign, reaching out to street artists and influencers, the video achieved 2.5 million views and helped propel more than 15 million social impressions across the brand’s accounts. On Facebook, the campaign earned a 20% engagement rate, making it the most successful Zippo social campaign to-date.