— PROJECT
Be True to Your Taste
— CLIENT
JTI Ploom
— ROLE
Creative Director
Ploom entered a category dominated by brands closely tied to nightlife, street culture and urban status.
With advertising restrictions coming into force just one month later, the challenge was to establish a strong cultural presence before most traditional advertising channels disappeared.
Instead of communicating product taste — or relying on the familiar nightlife and party aesthetics common across the category — we built the campaign around a more human and culturally relevant idea: the pressure of social expectations and the importance of staying true to yourself.
Be true
to your taste
The campaign featured personalities from film, music and digital culture whose public image was shaped by stereotypes around nightlife, attention and performative lifestyles — while in reality they valued privacy, calmness and personal freedom.
To start the conversation, we partnered with Blueprint — an independent fashion and culture magazine — and launched a series of interviews with the campaign protagonists across its editorial and social platforms.
The campaign then expanded into social media, inviting audiences to challenge stereotypes, share personal experiences and express their own perspective on individuality and self-expression.
People were invited to create and share their own Be True to Your Taste manifestos for a chance to receive limited-edition merchandise — turning participants themselves into the media of the campaign.
To break free from stereotypes and stay true to their tastes – the heroes of our Ploom project embraced life on their own terms.
How to break free from stereotypes and stay true to yourself? Nikita Kukushkin, Jan Ge, and Mujuice share their insights as the heroes of our Ploom project.
Take our Ploom test and receive your customized manifesto.
