The problem​

Men rarely buy candles, especially as gifts. How can Bolsius reframe candles as a confident, masculine choice for romance?

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The idea

Men don’t fail at romance because they don’t care, they fail because they underestimate atmosphere. By exaggerating the contrast between moments with and without candlelight, we show that romance isn’t about effort, it’s about atmosphere. Where one flame makes the difference.

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The execution

Each visual shows the exact same moment. Same man. Same setting. Nothing fancy. Until the candle appears. Without it, everything works, dinner is cooked, wine is poured, the moment passes. With one flame, something shifts. The room softens, attention sharpens, and the moment suddenly matters. By exaggerating this before-and-after contrast, we tap into a simple realization for men: romance isn’t about doing more, it’s about noticing when to change the atmosphere. One candle is enough to turn an ordinary moment into something worth remembering.