There is a lot of products in the Winston economising portfolio. Long cigarettes, packs with more cigarettes, tins and pouches to make your own cigarettes. A lot to cover, but armed with the strategy 'THE SMARTEST GUY IN THE ROOM’, we unveiled what is ‘smart’ about each of them from a saving, experiential and social angle.

I worked with the Art director and the Strategy team to identify some of the rituals smokers painstakingly follow. We looked into their pains and motivations and we even harvested some of the stereotyping associated with these smokers. We managed to turn this into some witty, yet still relevant ideas.

We moved away from price and went witty to create a delightful way to talk about economizing, giving each product format its own unique message and visual. Which crazily ended up as 69 visuals!