Davidoff Cigarettes - Black & White
Black & White is the contemporary super premium flagship of the Davidoff Cigarettes brand. BNW invited the enigmatic Ora-Ito to design the new packs, supported with the legendary Davidoff quality promise, this modern interpretation breaks all the traditional codes and provides a differentiating escape for modern connoisseurs of style all over the world.
The internal objective of the Cinema campaign was providing markets with moving image collateral for use at the launch of Black & White events/in-store/HoReCa and TVC/Cinema. The external objective was driving brand awareness of the Black & White edition and leveraging the uniqueness of Black & White to drive the rejuvenation message.
Davidoff Black&White TVC from BrandNewWorld/BelgradeDesignWeek on Vimeo.
ATL outdoor and press campaign was designed to allow a focus on the various attributes that make Davidoff Black & White so unique. Whether it was the exclusive nature of the offering, the simplicity of choice or the uncompromising character it represented, the campaign allowed the expression of all of these qualities and a unique approach to media planning.
In BTL POS material dramatic use of black and white colouration allows absolute cut-through across the retail environment. From ATL to BTL the message is clear: Black & White or nothing else.
Adding value to the Davidoff offer for the world’s leading bars and clubs. This range of HoReCa POSM, exclusively designed by Ora-Ito, allows further ownership of the unique Ora-Ito shape and Black and White colouration.
The story continues inside the in pack material. The partnership comes to life – those who seek to know more about the unique collaboration between Davidoff and Ora-Ito could find the synthesis inside every pack of Black & White.
Simple, but effective devices to deliver the Black & White message is through Ora-Ito mini DVD, shaped like a credit card with a 5-10 minute presentation of the Avid designs with 3D animation. The DVD was offered with a Special Edition pack of Davidoff.
Ora-Ito Z-Card is a small, full-colour, fold-out booklet that looks like the Special Edition pack. The fold-out features an Ora-Ito biography and a preview of the prototype cigarette.
