# Etched Matchstick Campaigns These Lion Matches Print Ads Sketch Out Conversations By Emily Evans | Published 2011-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lion-matches-print-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/lion_matches_girl) & [lionmatch.co.za](http://www.lionmatch.co.za/matches/index.htm) There is a common misconception that [lighters and matches](https://www.trendhunter.com/trends/grillos-pickles-x-zippo) are directly linked to smoking, however these Lion Matches print ads are trying to dissolve that. While the number of smokers worldwide may be dwindling from years past there are still numerous reasons to use matches. Three Lion Matches print ads were created by advertising agency Y&R in Johannesburg, South Africa. Each of these three ads showcases a different scenario where matches could come in handy: [a barbecue with dad](https://www.trendhunter.com/trends/solo-stoves), smoke with a stranger or a campfire with a friend are all situations where matches could easily break the ice. These print ads take it one step further by using a color scheme that matches the color of the section on a match box where you strike the match against. The textual conversations on these Lion Matches print ads are also interestingly sketched out using matches, making these ads really convincing. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 13% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Alternative Uses for Matches:** Opportunities for rebranding matches and promoting alternative uses beyond smoking as shown through these ads. - **Innovative Print Advertising:** Innovation in print advertising through using unconventional materials such as matchsticks and creatively incorporating them to convey messages. - **Interactive Advertisements:** Opportunities for creating interactive advertisements that engage the audience through using unconventional materials that are not typically associated with advertising. ### Industries Being Reshaped - **Matchbox Industry:** Opportunities to position matchboxes as lifestyle products with alternative uses beyond lighting cigarettes and smokers. - **Advertising Industry:** Opportunities for innovative print advertisement to rebrand products and appeal to new audiences. - **Creative Industry:** Opportunities for creative professionals to explore unconventional materials and incorporating them in creative ways to convey messages. ## Related on Trend Hunter - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Positive Affirmation Lighters](https://www.trendhunter.com/trends/bic-positive-affirmations-lighter-series.md) - [Mouthwatering Lighter Collections](https://www.trendhunter.com/trends/indulgent-lighter-series.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Social Connection Campaigns](https://www.trendhunter.com/trends/is-this-seat-taken-campaign.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Outdoor Cooking-Focused Campaigns](https://www.trendhunter.com/trends/solo-stoves.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md)