Nick Spinner

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Zippo, the lighter brand, also makes rechargable hand warmers. And it turns out competitive gamers have started using hand warmers to keep their hands ready for competitions and important matches. However, no hand warmer brand has planted much of a stake in this emerging and rapidly growing market.

Client ask

How can the Zippo brand stretch to not just adapt to, but to belong in the world of gaming?

target

There’s a lot at stake for these gamers: money, reputation, fame, sponsorships… and they will do whatever it takes to win. So every aspect of their gaming set up is meticulously thought out; from custom keyboards, to headsets, to their uniforms. But ultimately, their hands are their most important piece of gear.

Keeping their hands warm helps gamers physically and mentally prepare for important matches, but there can be many things preventing them from doing so.

1. Events are often cold. The spaces are heavily air conditioned to cool the computers and to keep the crowd comfortable, but it often leaves the players feeling chilly.

2. Gamers get nervous. Their body goes into fight or flight mode and blood leaves their extremities to be sent to essential organs, leaving hands and feet feeling cold.

3. They want to clear their mind of doubt and distraction. Giving the hands a small task means the brain has just enough to do, allowing them to better clear their mind.

insight

Cold hands are slow hands. And slow hands get you killed.

problem

Gamers have settled on less-than-the-best ways to keep their hands warmed up for gametime.

brand

Zippo doesn’t just stand for fire. It stands for heat. And Zippo reusable hand warmers are a smarter hand warming option than any other on the market.

1. They are more durable than disposable hand warmers, and gamers can really put their hand warmers through the wringer.

2. They can stay hotter longer than most disposable hand warmers, and can be turned off and on for heat whenever you need it.

3. They can charge USB compatible devices. This helps gamers stay connected to Twitter, Discord, and more throughout a long day of gaming.

strategic focus

Zippo enhances your hands

creative

We made pregame warmup kits and sent them to select competitive gamers before a big Call of Duty tournament called Code Red. This tournament featured Dr. Disrespect and Ninja.

*FPO code red screenshots

AD | Kristi Flango

CW | Colin Lapin

Design | Meredith Calloway

Creative | Thomas Hodge