copywriter collective - mihaela - iv. ls additive free
DESCRIPTION
TRANSCRIPT
LUCKY STRIKE SHELF IN SHELF SLIDESHOW
ADDITIVE FREE
October 4th, 2012
Agency draft. For internal discussion only.
Agency draft. For internal discussion only. 2
In an age of multiple choices, people want to know where the things come from and whether they can trust them. Consumers are more attracted to brands proving a sincere engagement to deliver what they promise.
The response to all these changes in attitude is a growing interest in authenticity.
From artworks to food products, people strive for authenticity and the brands face a constant need to remain true to the brand’s values and to be totally clear about who the brand is and what it can do best.
In the end, the finest way to achieve authenticity is to come up with an original story.
AUTHENTIC TASTES BEST
Agency draft. For internal discussion only. 3
BACK TO BASICS
Agency draft. For internal discussion only. 4
DIMENSIONS
Lucky Strike has stood the test of time and has evolved to meet the needs of a changing consumer. Lucky knows how to perfectly mix the “genuine” and the “contemporary” in a really delightful and authentic brand-story …about additive free.
Back to basics, Lucky Strike has found the perfect balance between the origins of the brand and the modern approach. Reviving the original Lucky Strike taste while still maintaining the premium and modern look.
The result is the authentic Lucky Strike additive free pack; which gives us a ride back to basics.
CONCEPT
Agency draft. For internal discussion only. 5
SIS TOBACCO BOUNTY CRATE
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CONSTRUCTION DETAILS Physical wood structure
Lighty textured background(the light source needs to be strong so no heavy texture here)
Printed wood texture
Real hessian
Printed wood texture
Transparent screen
Physical pack and wooden outer, wooden mini crate Real tobacco
Agency draft. For internal discussion only. 7
STORYLINEThe slideshow is a sequence of slides (each one will stay on the screen for 5 seconds), depicting the main features of Lucky Strike additive free. The entire story explains the perfect combination between original taste and modern look.
The hessian texture conveys the natural feel and look of the product. As the world becomes more environmentally-minded, the new product meets today’s social responsibility requirements: the inner bundle is made out of 100% recycle paper.
Rooted firmly in the future, Lucky Strike additive free delivers an authentic smoking experience. After all, it’s a question of great taste!
Agency draft. For internal discussion only. 8
STORYBOARD
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WALLBAY SIMULATION
Agency draft. For internal discussion only. 17
THANK YOU