JOB

Zig Zag Papers UK commissioned Glorious to relaunch JOB, a 170 year-old French rolling paper in the UK. JOB wanted to create a strong, high impact campaign targeting a 20-35 year old market.

Our audit revealed the product’s USPs; its original double packet and its heritage. It also had a strong link to art. We formed the brand proposition ‘The Original Double’. In the 1890s, JOB’s French owners commissioned leading artists of the day, including Czech artist Alphonse Mucha, to design posters. It made perfect sense for us to commission British Stuckist artist Paul Harvey to replicate the concept, creating iconic posters that would appeal to the target market, painting ‘Original Doubles’, including the Mighty Boosh, White Stripes, Gilbert & George and Adam & Eve. An underground campaign was launched in major UK cities, supported by national magazine advertising.

The campaign won a Gramia Award in the outdoor category at The Grocer magazine’s annual event.

"Lots of agencies made presentations but Glorious came with the best pitch. They found the artist Paul Harvey and created fantastic artwork. It was decided that an underground campaign was a more innovative way of targeting a more media savvy audience who are almost oblivious to mainstream advertising."
Andrew Armstrong
Managing director, Zig Zag Papers UK