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What would you do with this truck?
Role: Senior creative at Leo Burnett Lausanne
The global Marlboro Don't be a Maybe brand platform campaign was a major success
yet to be activated worldwide in 1-2-1, horeca, events and online.
How to turn tobacco advertising
into the most human and life-changing act,
no other brand could do?
Make the change.
Engage smokers into something meaningful
while creating inspiring content on the way
to feed to future participants.
MAKE YOUR MOVE
It's the journey of the brand walking the talk:
Providing real assets to inspire the smokers
to come up with their own ideas
to Make their move and stop being a Maybe.
Does your idea fit in —
a truck, a sound studio,
an empty club, a stage?
MAKE YOUR TOOLBOX
Ukraine, Mexico, Spain, the list goes on —
each market with their own spin.
Make a global toolbox
of content, visuals, graphic assets
and even a custom-made typeface.
MAKE YOUR CONTENT
Over 80 winners
made their moves
and changed their lives
in the first 5 markets launched,
creating enough story material for filming 11 documentaries
with 1 director, 3 local production teams, 5 Leo Burnett offices,
1 editing and postproduction studio in Zürich,
and a small team of only 3
in the center of it all.
