Title	FUTURE OF BRANDS
Brand	JTI
Product/Service	TOBACCO
Category	C03. Exhibitions / Installations
Entrant	IGNIS London, UNITED KINGDOM
Idea Creation	IGNIS London, UNITED KINGDOM
Production	IGNIS London, UNITED KINGDOM

Name	Company	Position
ignis	ignis	Executive Creative Director
Team ignis	ignis	Team ignis

The Campaign

The key creative challenge we faced was to ensure the delivery was done in a compelling enough way to encourage and stimulate debate amongst industry professionals who currently saw this as the tobacco industry’s problem and becoming involved in this debate was not on their minds. A standard white shell corporate exhibition stand was not going to garner the interest and engagement we needed. The answer was to take the challenges of the past that tobacco had faced, and turn it into a dark, dystopian future for the FMCG world. And that future is bleak. Through a dismal, ‘circus’ style exhibition environment, we drove awareness of excessive regulation that is slowly but surely impacting other industries worldwide. We selected various events due to their strong links to IP, F&B or FMCG, which are increasingly under attack from naïve, chaotic and ill-considered regulation.

Campaign Success

Imagine a world void of identity. Only we have the answer. We designed a touring, dismal ‘circus’ experience, to show brands under attack which launched in September 2016:- • a magician performs card tricks to represent the ‘now you see them, soon you won’t’ message • the Wheel of Misfortune demonstrates excessive legislation across soft drinks, fast food, alcohol and confectionery. • an animation in a ‘peep show’ viewing box, shows clowns cooking up a recipe for disaster and dramatising the failure of unbalanced legislation. • the Easy Target sitting duck stand shows how brands are in the firing line when governments impose regulations that simply don’t work. • a Fortune Teller machine deals out fortunes with a ‘What you can do next?’ call to action with a link to a microsite. • the Shop of the Future displays branding bans and gives away plain packaged chocolate bars and fizzy drinks.

Describe the success of the promotion with both client and consumer including some quantifiable results

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Explain why the method of promotion was most relevant to the product or service

The campaign was centred around an interactive exhibition unit which delivered a variety of experiences, on a world-wide stage.

The ongoing creep of increasing legislative regulation concerning tobacco products recently reached its zenith with the establishment of a full branding ban in a number of countries, with others looking to follow suit. Much of this punitive legislation has little evidence of meeting stated objectives and is removing the ability of brands to use their own Intellectual Property rights. Working with our client JTI, we understood that we needed to take this debate beyond the confines of the tobacco industry and to involve the wider FMCG business world. Building a strategy around taking our story about the encroachment of the branding ban, and how this was starting to move into a much wider portfolio of categories, such as confectionary and fizzy drinks. We set out to engage global brand owners in a topic of conversation, which to date, they haven’t wanted to hear.