Lighters are often associated with smoking, but Zippo’s latest campaign taps campers and hikers who use its products to get by in the great outdoors.

To demonstrate the brand’s relevance to outdoor enthusiasts, Ogilvy NY went beyond simplistic, salesy product demos, and came up with an interactive poster installation featuring a series of brooding nature scenes.

To reveal them, visitors have to hold Zippo lighters up to the surface of the posters, which appear to be plain black designs at first glance. By doing this, the flame reacts with the heat-sensitive ink – known as thermochromatic ink – coating the posters and uncovering the swamp, forest, and cave scenes hidden beneath.

The Pyrotechnic Posters were installed at the Zippo museum and gift shop, and the team also tapped into the unboxing trend by sending custom sets to outdoors influencers and content creators.

ogilvy.com