BIC Lighters
Brief
Our collaboration with BIC brought together an iconic trio—Snoop Dogg, Martha Stewart, and Willie Nelson—for an unforgettable campaign. Launching in 2021, the partnership highlighted Willie’s involvement for 18 months and continued to build on the enduring dynamic between Snoop and Martha, extending its momentum into 2026.
Process
Gamma took the lead in conceptualizing a bespoke line of BIC EZ Reach lighters, designed with the trio’s unique personalities in mind. From there, we developed a comprehensive, multi-channel advertising campaign that captured their essence and connected with audiences in meaningful ways.
We engaged celebrity photographer Mark Owens and Illustrator Justin Roach to showcase Snoop and worked with Martha directly to develop styles of lighters that incorporated designs from her homes and her favorite aesthetics. Gamma managed all aspects of the royalty agreements and creative process.
Outcome
No detail was overlooked and the result was nothing short of spectacular.
