Project1 marlboro campaign

Creative Brief

• The campaign was created by Leo Burnett’s agency, Leo Burnett Worldwide, and it’s main objective was to change the way people viewed Marlboro filtered cigarettes. At the time they were considered feminine but this campaign completely transformed this feminine campaign, that had the slogan “Mild as May” into the most masculine campaigns of all times.

• Although there were many Marlboro Men, the Cowboy proved to be the

most popular. This led to the “Marlboro Cowboy” and “Marlboro Country” campaigns.

Email

Overview

• The overall objective is to adapt the print campaign into a successful ad email concept that engages and entices them to click and react to the Call To Action, and eventually leading them to the Marlboro website. Taking the look and feel of the existing campaign we will apply that to the display of the ad creative.

Flash Display Ad

Overview

• The overall objective is to engage the reader and grab their attention with creative visual solutions for display banners. Once the reader is interested we will attract them and persuade them to click on the banner that will lead them to the Marlboro website and there they can either subscribe or enter a contest or sweepstake.

• The overall creative idea for this banner ad is to grab their interest with a

“fake ad” that is humorous and unconventional.

iAd

Overview

• With this new app we will be able to merge interactivity with creativity. The main goal is to give the user a bran new and fun experience all while they are learning and exploring more about The Marlboro Ranch.

• This iAd will include downloadable games, wallpapers, and music all relating to Marlboro Country and Marlboro Ranch.

Content Plan

• Home Screen- The layout will consist of a background image of the Marlboro Cowboy and the navigation buttons will be positioned to left of the Cowboy. There will be four buttons that will serve as the main navigation and will be labeled as followed: The Ranch, The Cowboy, The Nightlife, and The Adventure.

• Main Navigation• The Ranch- This navigation button will lead to general information about

the Marlboro Ranch such as: the location of the Ranch, how to get there, and once you are there, what exactly happens in Marlboro Country.

• The Cowboy- This navigation button will lead you to photos of the infamous iconic Marlboro Cowboy. You can download all the pictures, as well as setting them as your wallpaper, or share with a friend and send the pictures.

• The Adventure- This navigation button will lead you to information about the activities that one can do once you are in Marlboro Country.

• The Nightlife- This navigation button will lead to downloadable games that can be played in your iPhone with the Marlboro Nightlife app.

Site Map

Creatives

Landscape iAd

Landing Page

Interior Content Page