CREATIVE BRIEF
JAPAN TOBACCO:
CORPORATE RE
-ASSURANCE
Background
Nowadays smoking a cigarette comes with a stigma.
During the last 20 years smoking has gone from
being seen as very, very cool (James Dean) to being dirty and
almost criminal (Dennis Hopper and the "Smokers" in
Kevin Costner's Waterworld).
In restaurants all over the globe smokers are
segregated and made to sit near to the toilets. Most airlines
now have small cramped smoking sections at the back of their planes—if
they allow you to smoke at all. Office workers across the World
are forced to stand outside in the freezing cold and rain enjoying
a five minute smoke break. Articles are written in magazines in
hundreds of different languages when (for instance) a fashion
shoot shows Kate Moss with a cigarette in her mouth. In California
now, ski resorts have signs up asking you not to smoke on chair
lifts— "For fear of fouling the air"!
The smoker is under siege.
Aim
Japan Tobacco wants to make a statement showing
their support for smokers. They want to communicate to both smokers
and non smokers alike showing that if sense is allowed to prevail
life will be the better for everyone.
Target
They want to communicate their message to smokers
and non smokers of all ages.
— Those who already smoke, and want
to stop being treated with contempt by non smokers, will feel
positive towards the company.
— Those who don't smoke may be a little
more understanding to those that do.
Proposition
Smoking can be a delight for everyone if it
is done right.
Substantiation
Let us not forget why people smoke —they
enjoy it! They want to smoke! Even with the present anti-smoking
movement they make a decision to smoke.
— If a smoker is considerate to a non
smoker about when, how and where he smokes the non smoker will
be happy.
— If a non smoker is considerate to
a smoker about when, how and where he allows him to smoke the
smoker will be happy.
Mandatory
The Client has stated that the word "Delight"
must feature prominently in the ad.
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