Agency: Leo Burnett
Client: Philip Morris
Brand: Marlboro
2010-2014
Over four years, I contributed to the development of a vast number of design-related materials for Philip Morris brands in various capacities.
Redesigned
ATL Marlboro Rebranding Campaign
Objectives: Develop a new visual language for Marlboro cigarettes, making it more modern and appealing to a younger audience; introduce consumers to the redesigned Marlboro packs; implement the brand's new image across all advertising channels.
Achievements: Conceived and visualized the product key visual, which became the first exclusive Russian image for Marlboro. Took part in the creation of the high-resolution artwork. Developed over a hundred POS materials.
BTL campaign Marlboro Redesigned
Throughout the year, numerous BTL materials were developed, including advertising displays, stands, various printed and promotional items, packaging, gift sets, and other promo objects.
Be Marlboro
ATL campaign to create a new image for Marlboro
Objectives: Continue the brand’s evolution by introducing image characters to replace the outdated cowboys. The new Marlboro hero is a modern, energetic, and successful romantic over 25 years old. The new slogan: “Be real — be free".
Achievements: Created around 20 illustrations to discuss the future image concept. These helped align the visual atmosphere and mood with the client and select the final photo materials.
Based on the approved concept, a series of hero images featuring modern characters was created for rotation, along with a key product visual. Over 200 print formats were developed for indoor and outdoor placement, and several shopping malls and airports were branded. We were among the first in the world to use Video-in-Print technology.
BTL campaign Be Marlboro
Cleartaste
ATL campaign for Marlboro Cleartaste line
Goals: Launch the new Marlboro Cleartaste cigarette line, featuring a clean and smooth aftertaste thanks to innovative technologies. Establish a premium market presence.
Objectives: Develop a light key visual that conveys a sense of ease and simplicity while maintaining a technological feel. Slogan: “No maybes.”
Achievements: Created several key visual options (the final choice was not mine). The client favored the Kraftwerk typeface, which existed only in Latin script, so I developed a Cyrillic adaptation that was later used in hundreds of materials. Prepared around 300 resizes for key visual rotations.
BTL campaign Marlboro Cleartaste
Marlboro Gold Original
ATL campaign to create a new image for Marlboro
Goal: Launch the new Marlboro Gold Original cigarette line, imported from Europe. The main challenge of this campaign was navigating the newly enacted laws banning cigarette advertising and the subsequent prohibition of pack displays at points of sale.
Tasks: Execute the campaign in a way that allows consumers to recognize the brand without using traditional branding elements.
Achievements: Created a series of high-resolution, unbranded backgrounds based on the client’s chosen visuals for use across various advertising platforms. Developed resizes for all point-of-sale formats. Designed and standardized the proper usage guidelines for all branding elements in the Marlboro Gold Original campaign, ensuring compliance with new regulations. Illustrated, wrote, and designed an 86-page brand guidebook.
BTL campaign Marlboro Gold Original
A series of design and technological solutions was developed for product display in bars and events, allowing for the later replacement of the product section with unbranded elements. Designed souvenir and gift items for various events and promotional activities.
Examples of other Marlboro campaigns
Over the course of four years, numerous other campaigns were executed, featuring a vast array of layouts, media, branded materials, and POS assets. Below are collages showcasing the extensive range of formats, each of which I designed and supervised through the production stage.
