There’s Always a Twist

54Celsius had become strongly associated with its PyroPet candle line, while the broader brand and its range of creative, bold and unconventional candles had less recognition. This brand awareness campaign was created to help reposition 54Celsius around what defines the brand as a whole: surprise, creativity and unexpected design.

There’s Always a Twist uses humor and visual misdirection. Each execution begins with a familiar expectation and then reveals an unexpected outcome, reflecting the same sense of surprise and discovery found in 54Celsius products.