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capywriter's picture

A band won that prize because they all smoked 100 cigarettes... at once?

Activity Score 5453
Copywriter at Freelance
wearmysocks's picture


The concept is obviously showing the after effects of a great live gig. It's a well-known fact that concert goers will light their lighters and hold them above their heads during great performances. This lighter is empty, meaning it was used loads for this reason. It's got nothing at all to do with smoking, unless I'm way off base, which I doubt.

Activity Score 1085
Copywriter at In-house at a multinational based in London |

Energizer Bunny arrested, charged with battery.

adrianapr's picture

i didn't see the empty lighter, i saw just a lighter.
that's confusing, because maybe it's full but the liquid is transparent, you know what i mean?... anyway the icon is ok but it's kinda boring.

Activity Score 1250
Don Draper's picture

I didn't get it until I read wearmysocks comments. I love it! (And I'm not saying that because I'm an avid smoker). Smart, funny, clean and simple. The best of the three.

Don Draper
Activity Score 144
Creative Director
thri mah dematae's picture


thri mah dematae
Activity Score 26
Makati City
Tincho's picture

Cmon!, I think its really easy to get. Nice One.

Activity Score 1081
Art Director
juliangray's picture

mmm i dont think this example is strong. because you cant overuse this lighters... the metal thingy on top gets hot and you burn your finger. the ultimate concert ligther has always been zippo.

Activity Score 981
Art Director
whitespace's picture

just hold down the dark plastic part that keeps the gas flowing, no need to touch the metal parts.

Activity Score 1947
Creative Director
Spanky's picture

if you're going to use rock concert cliches, you should at least present them in a more interesting way. these do nothing for me.

Activity Score 4781
elnietodeNicho's picture

i don't know if nowadays people still use lighters in concerts, i've been in a few in these last months and i haven't seen that anymore, i remember lighters in the Michael Jackson Tour in the 90's.

Activity Score 359
Copywriter at euro rscg beker
super calibara's picture

Just ignite and things will fall into place.

super calibara
Activity Score 170
Ho Chi Minh City
EGGO's picture

I got it. Really good for the target audience; still I worry if it's too far, but that's just me not knowing how much people know what this is alluding to.

Activity Score 354
Other |

You have to hate advertising in order to truly love it.

hadrianapolis's picture

Forced too much but nice idea

Activity Score 727
absoluties's picture

Too far fetched

Activity Score 504
Art Director
luislandero's picture

i thought the idea was for people to get the message without having to read wearmysocks explanation?

good idea, just needed more on the execution

Activity Score 8
sertv, canal 11
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