They say all lighters are the same. One flick, one light, and you’re done. For an accessory that’s often overlooked as an essential tool with various uses, BIC Lighters wanted to establish the relevance of pocket lighters in real-life situations while keeping it fun and interesting. How do you spark interest and keep the fire of excitement burning?
To bring the product to life and create an identifier for the brand, Space Sheep Media Lab Inc. conceptualized, designed, and produced a brand character for BIC Lighters Asia. Enter Drago the Dragon — a fiery, wise, and resilient (and fun!) mascot for BIC Lighters Asia. First launched as a character in South Korea and now introduced to the Philippines, Drago represents the richness and heritage of Asian cultures and has long been a mythological symbol of strength, longevity, and adaptability—values that also represent BIC Lighters.
In its first 6 months of release, the Drago campaign in South Korea has garnered a total of 995k Reach and 8.5M Views on Facebook. In the Philippines, the campaign reached 9.6M users, and was viewed 33.6M times in a 3 month span, proving that character marketing is still relevant in 2025.
Group Account Director / Space Sheep Media Lab Inc
Pauline Ann Maminta
Creative Director / Space Sheep Media Lab Inc
John Emmanuel Isorena
Assistant Director for Copy / Space Sheep Media Lab Inc
Michael Bernaldez
Account Manager / Space Sheep Media Lab Inc
Kenneth Ian Bacalzo
Senior Copywriter / Space Sheep Media Lab Inc
Corrine Evangelista
Multimedia Designers / Space Sheep Media Lab Inc
Isagani Caspe
Ivann Garcia
