Zippos are for life; they come with a life-time guarantee against everything. Except losing them.
The pain of a Zippo lost is something understood and shared in social media forums by Zippo owners. Zippo wanted to join this conversation legitimately.
Introducing Jax 'No Pain' McFlame: a man who feels no physical pain - the only time he hurts is when he loses his Zippo lighter. When that happens, he cries like a baby.
He exists to 'Share the Pain' with all those out there who've ever lost their Zippo lighter.
The campaign started with an intro to the character.
This led to online activity which peaked a three-day live Social Media Video Response campaign.
JAX McFLAME'S MOTIVATIONAL MESSAGES
In three days, we received hundreds of tweets, to which Jax replied to every one, helping them deal with the pain of loss. We also recorded over 60 video responses, all written, shot, edited and returned within 3 hours of receipt of the message.
Here are a selection of my favourite responses:
BURN IT DOWN: Lost his Zippo.
IRRESPONSIBLE LIFE: Lost his virginity.
JESSY JAYNE: Lost weight.
REAL MAN'S MAN: Lost his Zippo.
This was then followed with an epic 90 second film all about Jax McFlame and the day he lost his Zippo lighter.