JTI WINSTON | GLOBAL GATHERING

AHEAD WITH THE CURVE

CONCEPT

AHEAD WITH THE CURVE 

Creating an aspiration of being exclusive and on trend was the drive for this experiential campaign to bring the attention of the newly designed curved packaging. Being the first carton to move away from the regular straight tobacco container, designed to slide into your pocket better.

 

MY DIRECTION

Brainstorming and scamping initial activation ideas to start the dialogue with the type of audience we were talking to. Seeking what is on trend at currently, and to reinforce being exclusive.

Branded VIP rooms and outdoor areas were created, to set the tone of being the select few and feeling valued. Winston member merchandise offered an incentive to register. Mixing deck bar-top displays and video footage would showcase the new packs being launched. Video pods and DJ booths allowed you capture and share the branded experience to others.

Working alongside 3D visualiser M.Smart, following Winston’s brand structural materials, and what is feasible and implementing designs to be the most impactful and one of it’s kind. The choice of gloss and lighting led the finishes to become premium and for the areas to present themselves for VIPs.

EXPERTISE USED IN THIS PROJECT

Brand Identity
Storyboarding
Conceptual & Scamps
Experiential Design