BiC -The Toughest Flame
Mockup
Concept:
A visual narrative following John Doe through his relentless bad day. He’s late for work, the train stalls, coffee spills on his shirt and all he can think about is his smoke break. His patience wears thin until a coworker offers him a cheap lighter: it flickers, struggles, and eventually dies. When he finally gets home, he sinks into the couch and reaches for his BiC . One flick, one strong flame, and the tension dissolves away.
Tagline: BiC - The Toughest Flame
Tone: Urban, grounded, cinematic
Format: Short-form videos, print, digital ad spot
The campaign contrasts the fragility of a human bad day and BiC’s durability. The pacing builds relatable frustration until reaching a quiet, satisfying resolution.