Approximately 6 years ago, BIC came to us asking that we develop a social media platform idea that could focus on the lighter designs and do it in a fun way that would target millennials, specifically. It needed to stand the test of time but still evolve. So the team developed the main platform called "Spark Something". The idea was that when you spark something, you create a kind of energy that makes fun things happen — and the lighters are the catalyst for conversation and those fun times.  This case study was about longevity more than anything.  We knew the lighters had to be front and center in all creative.  But how do we keep it fun?  Phase 1 was called "Complete a Convo" where two lighter designs talk to each other.  In order to gain awareness as well as engagement, we asked the consumers to finish the convo based on the what they think the designs would say.  After 2 years, we evolved the campaign and called it "BicTips". We kept the same "speech bubble" look since we always want the lighter to be the voice, which also kept the connection to the previous years. BicTips was all about the lighter designs giving semi-useful (and funny) advice based on the design. This transition was highly successful, but after 2+ years it was time to evolve it yet again. So I came up with what would be called "FLICK'N FACTS"... funny facts that related in some way to the art on the lighters. It was the perfect transition that would keep lighters top of mind through social media engagement while continuing the idea that the lighter designs spark conversation and connect with millenials.