The brief was to create relevance for a product that an older generation has forgotten and a younger generation didn’t know about.

Duraflame is a very easy way to start a fire- in the fireplace, in a fire pit, in a bonfire. What matters, really, is what forms around it.

We live in a world that’s good at staying apart. Fewer people gather around a fire these days. Fewer people gather at all.

The desire to connect is hard-wired in all of us, but making that first move is harder than ever.

That’s what’s great about a fire. It initiates a moment. It gives everyone permission to open up. It starts something.

To bring the idea to life, we brought together people who'd never met, lit a Duraflame fire, gave them a few things to talk about, and documented it. No auditions. No scripts.

What came back was better than anything we could have written. Twelve films. Hundreds of images. And the start of something bigger when we roll out the campaign across targeted out-of-home and digital.

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