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slogan

Take a Chesterfield look.
Role:  Senior art director at Leo Burnett Moscow
When a concept takes the creative lead in the EE region over. brand.
How to grow a healthy niche, quirky yet truthful brand
into a broader and cooler one,
gaining new audiences while keeping the existing ones
and growing the agency and the client's business on the go?
Open your own mind up.
Start with creative adaptations of promo campaigns from the regional hub.
Open-mindedness and twist as differentiators were historically
the brand highlights for the local target audiences.
 A CONCEPT 
 WITH 
 A TWIST. 		 Build on this national promo campaign success
(+0.7% market share boost) and make it a platform
at the EE marketing plan meeting at the regional hub.
The concept idea,
the tone of voice,
the look and feel,
the creative strategy —
the plan!
The twist. The flip. The «aha!» moment.
Unusual ordinary.
Now you become a hub for the creative job,
now inspiring, supervising and helping other markets
in the EE region.
Follow up with the national Crown promo campaign
with a twist that made smokers see crowns
even where there were none.
 THE CROWN HUNT 
 HAS BEGUN! 
 PACK 
 REVAMP 
 WITH A TWIST! 		 Bring attention to the product again.
Take the creative lead
on the product line extension.		  KING SIZE 
 SUPERSLIMS 
 WITH A TWIST! 
 7.1 
 PACK DESIGN 
 WITH A TWIST! 		 7.1 unique format
pack design proposal
in the true spirit
of unusual ordinary.
 7.1 
 LAUNCH 
 WITH A TWIST 		 7.1 format creative concepts,
pre-shootings and prototyping.
 7.1 
 GLOBAL 
 TWIST 		 7.1 format global toolbox
creative concepts and prototyping.
Brand events and plug-ins platform
visual language, identity,
graphics and toolkit.		  EVENT 
 PLATFORM 
 TWIST 
The power of a creative concept
of taking a different look —
to grow the brand, the account
and the clients' business together.

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