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The Blitz Firelighter campaign revolves around the idea that these lighters can come to the rescue in a time of need. As though parodying the need for firefighters whose sole job is to put out infernos, this campaign capitalizes on the opposite. There are moments when people pray for fires, most of the time to get out from between a rock and a hard place. In this case, each person in the Blitz Firelighter campaign wants to avoid getting caught doing something very bad, whether it is destroying important documents or looking at a Playboy magazine.
Conceived and executed by the ad agency Euro RSCG based in South Africa, the Blitz Firelighter campaign reads, “When you need fire fast.” It was art directed by Alex Christoudolou.