— DIGITAL ACTIVATION
Be true to your taste
— CLIENT
JTI Ploom
— ROLE
Creative director
Our goal was to promote the Ploom heating device in a market dominated by two well-established competitors that cater to urban cultural scenes.
However, we were faced with a legal restriction that would forbid all marketing efforts related to tobacco heating systems in just one month.
JTI tobacco is well known for its taste. We wanted to remind people that even when switching to electronic devices, they can still enjoy their favorite taste while staying true to themselves.
Be true
to your taste
We enlisted actor Nikita Kukushkin, actress Yan Ge, and musician Mujuice to explore social stereotypes that conflict with their authentic selves.
To dispel misunderstandings about them (for example, that not all actors enjoy attention and parties, and that musicians have a constant desire for concerts), we launched a social media campaign. Additionally, we featured a candid interview in Blueprint magazine.
Next, we encouraged people to create their own ‘Be True to Your Taste’ manifesto, share it on social media, and win merchandise to become the media for our project themselves.
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.
