FMCGBrand Platform & Performance
Best Lighter Choice
Client · BIC Lighters
The Story
A category-defining campaign that anchored BIC as the dependable flame for every Filipino moment — from stove to grill, party to bonfire. Tagline: 'No Flame Like a BIC Flame.'
Objective
Defend leadership against low-cost imports and reinforce BIC's safety + reliability cues across mass-market and modern trade.
Approach
- Built a 'use occasions' brand platform — Stove, Grill, Party, Bonfire — that scales across formats.
- Hero visual + 8 occasion-led cutdowns produced with AI-assisted creative iteration.
- Modern trade and sari-sari point-of-sale kit + digital out-of-home.
- Always-on performance layer with dynamic creative optimization.
More work
