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kre8's picture

great brief/positioning.
expected execution.

kre8
Activity Score 979
Copywriter
teenie's picture

I like it - it's brilliant. But the line is just a tiny, tiny bit off. I don't know if I would have gotten it if I hadn't read Ivan's description. Maybe "For that occassional cigarette" or even "For that once-in-a-while cigarette". There's something weird about "occassional cigarettes" - like it's a type of cigarette, rather than an infrequent one.

Still - lovely and impactful. And original.

teenie
Activity Score 1886
Copywriter
Fabian Kirner's picture

Much better than the print campaign.

Fabian Kirner
Activity Score 270
Creative Director
brain123's picture

Yeah, let's give away matches so they can continue smoking...
I agree it is much better than the print ads

brain123
Activity Score 830
Creative Director at Crea DRAFTFCB
nohan's picture

yeah........ its a lovely and impactful.

nohan
Activity Score 15
Art Director
Ndukwe Onuoha's picture

once again guys, think about the target audience. the T.A probably use the "occasional smoking" line. Great insight guys!

Ndukwe Onuoha
Activity Score 149
Copywriter at 141 Worldwide |

Big ideas are often small

teenie's picture

In French, "occassional" means "used" - maybe that's what's throwing me off. Although it still sounds weird.

teenie
Activity Score 1886
Copywriter
ooops's picture

layered?
Like it!

ooops
Activity Score 448
Other
PaulyG_fill in the blank's picture

In english, and in the context of the ad, 'occasional' means 'from time to time' or 'casual'.

PaulyG_fill in ...
Activity Score 1148
Copywriter
Rog's picture

Soft.

Rog
Activity Score 6068
Copywriter |

>>>> That's not an ad. THIS is an ad.

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