A kit with an unusual request: to set its contents on fire
Zippo lighters are famous for their durability and utility, which is why they have a huge fanbase with outdoor enthusiasts, campers and hikers. To engage with these nature lovers, we sent outdoor influencers handmade kits that celebrated our mutual interest in adventure and discovery.
Each kit was designed with the rugged, all-American aesthetic that Zippo is famous for.
A solid oak case featured laser-etched brand messages appeared to be burned into the wood surface. Inside, there was a classic Zippo lighter and a letter with an unusual request—to set the posters on fire.
These “ordinary” black posters were hiding an elaborately illustrated world. But there was a catch—you could only see it by using your Zippo.
The secret to making it all work was thermochromic ink technology that responds to the heat of a flame. When touched with the lighter, the pitch-black surface revealed a hidden world of imposing animals in three environments: a forest, a cave, and a swamp.
Pyrotechnic Posters sparked intrigue with our adventure-loving audience, and reinforced the importance of carrying “the flame that never fails.”
