It is understood by most that children must often be protected from their surroundings; enter the XL Lighters 2011 ad campaign. Although they are far from presenting children as neanderthals or cavemen, these print ads really bring to light why and how kids can be perceived as such.
Conceived by Romania-based ad agency Graffiti BBDO, the XL Lighters 2011 ad campaign advertises "child-proof lighters" that promote safety.
Considering how fire itself has a very caveman connotation in terms of fire-starters, bonfires and more, the XL Lighters 2011 ads make a seamless campaign that is fitting with the theme it's trying to convey.
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