Re-inventing an existing campaign done in the 1980's with a modern touch. The pack has always been a part of the brand and nyc, which was represented as a building in straight-on skyline shots. This campaign looks at nyc and its buildings in a urban youthful execution. Integration of the pack into the nyc is seamless, artistic and individualistic, just as its inhabitants and flavor of the product.
ROLE: BRAND RE-INVENTION, MARKET STRATAGY, CONCEPT AND EXECUTION
YOUNG AND RUBICAM | 2005 FRANCE