I was asked to be part of the Global Taskforce creating a campaign idea for a new Reduced Risk Product that had been developed, its name was yet to be decided.
The client had chosen the Hummingbird as an icon for the launch. The Hummingbird in North American Indian legend is the bird to have sourced pure tobacco - we were to work with this.
The brief was how to bring this to life in an advertising idea.
Here are the concepts I created and it's evolution into the final launch campaign for which I assisted.
Legal Age Smokers everywhere are confronted with a burning problem.
IQOS has found a simple yet revolutionary solution - to heat, rather than burn, tobacco. This changes everything because IQOS HeatControl™ Technology offers LAS a better way to enjoy tobacco (without fire, ash and less smell).
IQOS promises to inspire and accompany LAS in making this positive change to become a better you - today and tomorrow.
In everything we did, IQOS was portrayed as optimistic, courageous and joyful.
IQOS