Year

2007

Client

Japan Tobacco Inc.

Digital campaign Lucia: Art of Self Expression

A flower made of smoke

As part of our work with JTI, we created a separate project called Lucia: Art of Self Expression. The goal was to develop a campaign that would not only increase consumer loyalty but also highlight the Lucia - Less Smoke Smell technology. The team decided on a concept that transformed tobacco smoke into a form of art, allowing consumers to draw their own flowers from smoke. The Aero team and I successfully presented this idea to the Swiss management of JTI.

Our colleagues from TMA Draft provided offline support. Brand promoters invited store visitors to draw a flower on a tablet using their fingers or a stylus. The drawings were then uploaded to a special website – also created by us – for voting. The winning project received an invitation to Moscow Fashion Week, an event that was sponsored by Lucia.

The event showcased our 100-square-meter Lucia booth, designed by our team and dubbed the Lucia Smoking Lounge. In addition, it featured a series of creative master classes, the Art of Self Expression, covering photography, painting, and poetry.

Ahead of time

We developed custom software for tablets that converted simple clicks into stunning digital paintings. At the time, iPads were not yet available, making tablet drawing a novel experience. This project demonstrated our agency's ability to stay ahead of trends and resulted in a highly successful advertising campaign that reached over 20,000 people in Moscow and St. Petersburg.