PRWeek Global Award Winners 2020 - Product Brand Development

The winner in the Product Brand Development category is 'Zippo: Fight Fire with Fire' for Zippo by DeVries Global.

Based on the insight that millennials are keenly aware of the social impact of products they buy, DeVries Global designed a campaign for Zippo that showed how purchasing a lighter can “fight fire with fire.”

Visit the PRWeek Global Awards hub to find out more about the winners

In partnership with Woodchuck USA, DeVries launched Zippo’s first global CSR program in its 88-year history: mitigating the damage fire can cause by founding a reforestation program in Madagascar.

Documented by National Geographic, the campaign highlighted the problem of wildfires and their causes, with the spotlight on what people are doing to reverse the damage. With over 412 million fans globally, not only does Nat Geo have huge reach, but it also provided Zippo with the ability to raise the issue of wildfires and reforestation authentically.

The campaign achieved its aim of reaching new audiences, with 90% of content reaching new consumers via the use of targeted paid social media. More than three million views of video and media content was achieved across Zippo and National Geographic channels, with NatGeo content delivering 7.2 million impressions in key markets. The campaign exceeded media coverage KPIs with an impressive 2,300 pieces of coverage globally. Key campaign messages appeared almost 2,000 times in editorial coverage.

The buzz around Fight Fire with Fire delivered sales of more than 23,000 Zippo lighters from July to December 2019; over 13,000 more than previous PR-driven campaigns.

Judge's comment: "Such an incredibly creative way to deliver an extremely important CSR program. This campaign captures the zeitgeist and combines a number of cultural conversations, keeping the brand relevant and vital.”

Highly Commended

'Railroad Ties - for Ancestry by Weber Shandwick 

In a short-form documentary called Railroad Ties, Weber Shandwick helped demonstrate the power of data by recovering the lost history of slaves who escaped to freedom along the Underground Railroad, and united them with their previously unknown descendants. The results were extraordinary: two million documentary views, more than 284 million media impressions, and a 146% increase in searches for Ancestry.


'Teddy Repair' for Lysol for Access Brand Communications

'Heroes of the Community' for banQi by Sherlock Communications

'The Bell: A Taco Bell Hotel & Resort' for Taco Bell by Edelman

'The Glenlivet Capsule Collection' for The Glenlivet by Pangolin

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