Attention to detail and progressive design were the point of difference for the KENT HD pack upgrade. Recognising this and the fact that the brand was a little cold and clinical led Paul to persuade the client and global brand teams to allow photography rather than computer render a library of high quality close up images of pack and stick features.
When carefully composed in Paul’s proposed grid layouts, the striking images would cumulatively express not only the brand proposition but also the beautifully lit, exquisite features of the pack upgrade in a way that only photography truly can.
The initial concept and line “How progress should look” translated well into Russian and other Eastern European markets.
Creative executions included retail, POS, Horeca, Trade, Head Office launch and consumer engagement materials along with many more touch points in the campaign.