Agency: Arc SA
Client: Owen Kessel / Leo Burnett for Philip Morris International (PMI)
Creative director: Quinton Luck
Copywriter: Ryno Smit
We were approached by Owen Kessel / Leo Burnett to work on a campaign for their client Philip Morris International (PMI) on the product Marlboro Beyond. It had experienced low awareness amongst LAS 18-24. The brand lacked identity to make people talk about it. Beyond had no fans yet. Beyond is an innovative, progressive and market relevant product (100% Virginia tobacco blend).
CONFIDENTIAL. Work in progress as of January 2015 by Owen Kessel Leo Burnett (OKLB) for review by PMSA. Concepts for internal discussion of OKLB and PMSAincluding their affiliates and are aimed exclusively at adult smokers. All third party images/brands/materials are for illustration of ideas only. Not for external distribution. The work represented in this presentation is the sole copyright of Owen Kessel Leo Burnett (OKLB). No portion of this work may be reproduced and is for internal presentation only, no rights have been negotiated and no waivers are inferred. Copyright © 2014 All rights reserved.