CREATIVE AMENDMENT FORM
GALLAHER: BENSON
AND HEDGES
Comments
The client was advised that the original test shot
was nowhere to be found, hence we had three new `Busker' shots.
One almost a replica of the original, and two of a different composition
but still identifiable as Covent Garden.
The client preferred the shot closest to the original
but emphatically believes the original is superior for following
reasons:
— more natural/slice of life interaction
between tourist and pack;
— more cosmopolitan feel;
— stronger Summer cues—brighter,
lighter, more colourful shot;
More importantly, the new shot is unacceptable from
a legal point of view because the royal crest and legend are partially
obscured.
What is now wanted:
The client is adamant that she wants the shot to
mirror the original, primarily because it researched so well against
the younger style press target, and secondarily she has loved
it and lived with it for a year. The options available to use
are:
(1) locate the test shot—an impossibility
thus far:
(2) re-shoot in Covent Garden at same location,
same composition, similar wardrobe, props etc?
We need to agree on the best option and action it
ASAP as we have already missed numerous copy dates.
People—a slice of real life, with the
pack inhabiting the smokers world. Remember this campaign has
its origins in a very simple truth, that smokers of B&H, when
they put their pack on the pub table, will always have it noticed
by their friends. It is their badge and we are all trying to celebrate
it.
Executions must follow the ASA cigarette code.
Only ASA approved concepts can be presented to client.
The next burst of poster activity is scheduled
for August.
Thought should also be given to style press
specific concepts as Gallaher are keen to develop a B&H conversation
with this target. Therefore scenarios and people (as young as
we can push them with the ASA) to appeal to 20-25 year olds should
be considered.
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