KIKIHIBI FIRE STARTER

TitleKIKIHIBI FIRE STARTER
BrandKIKIHIBI
Product / ServiceKIKIHIBI
CategoryF01. Consumer Products
EntrantGEOMETRY OGILVY JAPAN Tokyo, JAPAN
Idea Creation GEOMETRY OGILVY JAPAN Tokyo, JAPAN

Credits

Name Company Position
Doug Schiff Geometry Ogilvy Japan Chief Creative Officer
George Sugitomo Geometry Ogilvy Japan Executive Creative Director
Kohei Omiya Geometry Ogilvy Japan Designer
Morris Ku Geometry Ogilvy Japan Creative Video Director
Yuki Ishida Paragon Producer

Background

Like most of the world, COVID-19 has had major effects on all realms of society in Japan. Since most of 2020-2021 was in a lockdown, called 'state of emergency' in Japan, a kind of 'cabin fever' of restlessness built up. Most Japanese were very obedient in staying at home as much as possible. And with homes in Japan being comparatively small and crowded, the feeling of wanting to break free increased over time. Interest in camping, a sport less popular in Japan than in many countries and releasing oneself and one's family to the great outdoors, increased during the lockdowns. But as Japan didn't have a widespread 'camping culture' many novices were either intimated or disinclined to camp. One of the biggest barriers was a lack of experience in building a campfire. This simple insight led to the designing of the Kikihibi Fire Starter.

Describe the creative idea (40% of vote)

The Kikihibi brand is a new and independent name and company. While talks with bring in the Kikihibi brand within Coleman are ongoing, the Kikihibi name, which is a fun, pictorial—using kanji characters—way of saying 'bonfire', started from scratch, much like a campfire the product so easily produces. Those born in the 80s, 'urban adventurers' have been the target as they share a sense of adventure, have been holed up in their homes, and have a good amount of disposable income. They're both young couples and also often have small children they want to provide with a camping experience. As general knowledge camping wasn't readily available, one of the barriers to camping has been a fear of failure in starting the campfire. A simple Lego-like 'kit' was designed with treated cedar or cherry wood, that could be built by nearly anyone, and could start a campfire within seconds.

Describe the execution (40% of vote)

Of primary importance was to use simple, beautiful elements, which were lightweight and would be packaged for easy transport. Cedar and cherry were chosen as both burn well and can be treated with elements allowing a quick and long-lasting flame. To make the Kikihibi easy to build and simple to transport, a puzzle plate was designed. Simple instructions enabled anyone who could build a simple Lego project to make a campfire. All the 'puzzle pieces' were used: the base foundation, the 'fish' styled walls, the fire booster that sits at the center within, 'extra' puzzle pieces became interior kindling, even the instruction paper served the purpose of starting the initial flame. As an island nation, fish is a main dietary staple. So, the walls of the design were made to resemble fish in order to comfort novice campers and suggest a delectable camping cuisine.

List the results (20% of vote)

With limited distributorship, limited runs, and no real marketing 'push' the Kikihibi has still made some impressive waves, selling out three times on Rakuten, Greenfield and Yahoo Shopping in Japan. The design has also been picked up by a variety of publications with favorable quotes such as the following: "Make a most stylish bonfire." -MonoMax Magazine "A bold design that adds warmth even before it is lit.” -CampTools Publications And it's the designer's hope that he is bringing those who are hungry for some amount of wilderness, some relief from the successive lockdowns, without eliminating any stress coming from starting a campfire.