Zippo was looking for a unique way to launch their new 540 lighter in the UK through experiential marketing. They had already partnered with the London Mural Festival and British street artist D*Face, but needed a way to authentically position themselves – and generate excitement – in the world of street art. Now, we just needed a muse.
Our strategy for the brand activation was to create a wholly unique and Zippo-branded artistic experience for festival visitors, meeting the high bar of the London Mural Festival. We also wanted to give our visitors the opportunity to take home a piece of the brand itself. This event-exclusive product would function as a strong connection to both Zippo and the environment we created. A masterpiece of memories, if you will.
With our tools of artistry in hand, we opened a gallery and retail pop-up activation in the heart of London dubbed “The House of Zippo”. This experience featured famous art installations from some of the U.K.’s most amazing street artists like Nerone, Tizer and Lours. The Entertainment 3Sixty team handled everything – from the conception and build-out to promotional plans and logistics. All while keeping everyone healthy and safe by following local and national COVID-19 protocols.