Altoids
The Curiously Strong campaign is one of my favorites of all time. As a college student, I adorned my workstation with a couple poster-sized Altoids ads. They served as the standard by which I measured each piece in my portfolio. They may have also been covering hole in the drywall or some stray pizza sauce. Needless to say, it was exciting to actually work on the brand when I got to Burnett.
In 2007, we made these posters. They were the first in an effort that strayed from that signature mint green background for the purposes of enhanced storytelling. Called "The Initiation" campaign, the goal was to dare younger users to try the curious confections. We successfully maintained our brand character even though we walked away from a decade-old convention.
I like to pull this one out to demonstrate one of my fundamental beliefs as a writer: never walk away from a dick joke when the situation calls for one.
In 2007, we made these posters. They were the first in an effort that strayed from that signature mint green background for the purposes of enhanced storytelling. Called "The Initiation" campaign, the goal was to dare younger users to try the curious confections. We successfully maintained our brand character even though we walked away from a decade-old convention.
I like to pull this one out to demonstrate one of my fundamental beliefs as a writer: never walk away from a dick joke when the situation calls for one.