2017
LD in the USA
Ligget Ducat Storms the States.
Direction
Experiential
Branding
Brief
With Ligget Ducat (the JTI value brand) proving popular among North and South Carolina market research, my first task at TBWA\1492 was to create four concepts for a disruptive shopper experience at 7/11 stores and truck stops throughout the United States.
Client
LD, TBWA\1492, JTI
Approach
Approach
The final idea would have to stand out against the often cluttered backdrop of cigarette pricing, commonly plastering the outside of our target environment.
Teamed up with a senior copywriter, we developed and pitched four routes for the LD USA launch.
Routes
Routes
'Lighter On Your Pocket' played with the low price of LD, so we emphasised this by creating gravity-defying displays. 'Standout Quality' used a series of head-turning illusions which trick the viewer using 'reverspective' sculptures, clever lenticulars and animated electroluminescent poster art.
'Signature' focused on the LD crest and monogram, with a heavy emphasis on the noble heritage of the brand. 'Everyday Quality' took the customers staple shopping list and integrated LD and its price wherever possible.
Outcome
Outcome
The client chose elements from each of the four routes, using the larger stunt pieces for the flagship stores, and keeping the smaller ideas for the others.
Overall, 'Lighter On Your Pocket' came out as the route they felt aligned closest to the target market.
More Works
More Works
2017
LD in the USA
Ligget Ducat Storms the States.
Direction
Experiential
Branding
Brief
With Ligget Ducat (the JTI value brand) proving popular among North and South Carolina market research, my first task at TBWA\1492 was to create four concepts for a disruptive shopper experience at 7/11 stores and truck stops throughout the United States.
Client
LD, TBWA\1492, JTI
Approach
The final idea would have to stand out against the often cluttered backdrop of cigarette pricing, commonly plastering the outside of our target environment.
Teamed up with a senior copywriter, we developed and pitched four routes for the LD USA launch.
Routes
'Lighter On Your Pocket' played with the low price of LD, so we emphasised this by creating gravity-defying displays. 'Standout Quality' used a series of head-turning illusions which trick the viewer using 'reverspective' sculptures, clever lenticulars and animated electroluminescent poster art.
'Signature' focused on the LD crest and monogram, with a heavy emphasis on the noble heritage of the brand. 'Everyday Quality' took the customers staple shopping list and integrated LD and its price wherever possible.
Outcome
The client chose elements from each of the four routes, using the larger stunt pieces for the flagship stores, and keeping the smaller ideas for the others.
Overall, 'Lighter On Your Pocket' came out as the route they felt aligned closest to the target market.
More Works
2017
LD in the USA
Ligget Ducat Storms the States.
Direction
Experiential
Branding
Brief
With Ligget Ducat (the JTI value brand) proving popular among North and South Carolina market research, my first task at TBWA\1492 was to create four concepts for a disruptive shopper experience at 7/11 stores and truck stops throughout the United States.
Client
LD, TBWA\1492, JTI
Approach
The final idea would have to stand out against the often cluttered backdrop of cigarette pricing, commonly plastering the outside of our target environment.
Teamed up with a senior copywriter, we developed and pitched four routes for the LD USA launch.
Routes
'Lighter On Your Pocket' played with the low price of LD, so we emphasised this by creating gravity-defying displays. 'Standout Quality' used a series of head-turning illusions which trick the viewer using 'reverspective' sculptures, clever lenticulars and animated electroluminescent poster art.
'Signature' focused on the LD crest and monogram, with a heavy emphasis on the noble heritage of the brand. 'Everyday Quality' took the customers staple shopping list and integrated LD and its price wherever possible.
Outcome
The client chose elements from each of the four routes, using the larger stunt pieces for the flagship stores, and keeping the smaller ideas for the others.
Overall, 'Lighter On Your Pocket' came out as the route they felt aligned closest to the target market.
More Works