Challange

 

To create brand awareness amongst young people who enjoy the clubbing nightlife and caution them that such lifestyle of drink, smoke and late nights are usually the cause of ‘heatiness’ in the body as described in the Chinese context.

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Solution

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Lighters with different faces printed on it are distributed at such joints when these lighters are flipped open, they look like people opening their mouth when lighted, the flame resembles the person’s throat on fire, how one feels when he has a sore throat as a result of ‘Heatiness’.