Davidoff Cigarettes Essentials Limited Edition - the Glow Concept

BNW created the Davidoff Cigarettes Essentials Limited Edition, recognising the global trend for limited editions and customisations, primarily driven by a widespread feeling that society has become so depersonalised. Two distinctive collections were created: SENSE and SENSITIVITY. The Davidoff Cigarettes Essentials Limited Edition "Sensitivity" reflects our premium materials and effects through new created cigarettes brands: Carbon, Black Crystal, Cut, Future, Urushi, Bespoke, Bullion, Glow, 3D, Code, Kaleidoscope and Reflections.

BNW achieved the unique pack appearance by usage of phosphorescent ink, applied in several options: highlighting details such as outlines our panels of our iconic octagon or writing words and/or images that get visible when lit by artificial lighting – i.e. in darker surroundings – when exposed to a light source beforehand.

Our communication strategy was based on an energetic and intriguing invitation to our target audience to rethink the experiences around them, to take a new look at the icons that surround them. The whole concept centred around the target audience’s perception of reality – things may not be they look like / experience is not what you have seen, but what you believe to have seen. This opened sophisticated possibilities for image and wordplay in a stunning campaign and activation, engaging our target audience in mind games, riddles, interesting, smart yet entertaining approaches. We used augmented reality computer based interactive activation techniques.

Brand Experience

Branding Methodology Brand Experience

Brand Concept

Branding Methodology Brand Concept

Brand Strategy

Branding Methodology Brand Strategy

Brand Audit

Branding Methodology Brand Audit