Name: Imperial Tobacco / Golden Virginia

Story:
Imperial Tobacco wanted to create a stronger base for the UK’s leading rolling tobacco brand. The campaign featured customized objects to appeal to the creativity of young adult European smokers. The brand’s iconic colours were used to ‘twist’ everyday objects into unexpected creations. The activating pay-off ‘Give It A Twist’ glued it all together. Other executions included ‘twisted’ merchandise and on-pack storytelling.

Details:
Give It A Twist campaign
Concept, print, outdoor, online, on-pack, POS
Art: LePasCool, Parra
Photography: Bart Oomes
2005 / BSUR