JOB

Brief

Following the brand licence being acquired by a new UK distributor we were asked to re-launch Job cigarette papers to the 18 to 35 year market.

Solution

Based on the fact that Job was the first double pack of cigarette papers we created the brand proposition ‘The Original Double”. To link into the interests of the target market, we identified music and art iconic doubles such as The Mighty Boosh, White Stripes and Gilbert and George. Paul Harvey was commissioned to paint portraits of the doubles in the style of Alphonse Mucha, who created artwork for the brand in the 1800’s.The poster campaign was fly posted (in cities where it was allowable), to communicate to a target audience that was almost oblivious to mainstream advertising.

Result

The campaign achieved a high level of awareness amongst our core target audience and was awarded a Gramia Award in the outdoor category.