• Introduction
Singapore’s strict tobacco regulations force cigarette makers like British American Tobacco to dance with shackles in marketing campaigns. As you may know, one major restriction is that tobacco companies cannot directly show their products in commercial events. As a result, a tobacco company’s offline campaigns are more about using creativity to shape the company’s image, rather than to market the “product value propositions”.
In 2014, British American Tobacco prepared to promote its Anglo culture background in a travel retail exhibition and required each candidate agency to submit 3 different proposals for the booth design. To rise to the challenge, Li Tuo Kobe did a thorough research on British and American visual elements and combined his previous experience in New York City to deliver the 3 design versions. Eventually, his agency won this pitch.
• Project Details
Proposal 1: American Rustic Theme
Proposal 2: Baseball Theme
As one of the most popular sports in the US, baseball is an integral part of American pop culture. Li Tuo Kobe blended New York Yankees’ elements and landmarks of the Big Apple to construct a collage for the metropolis.
Proposal 3: Vintage London Theme
Undoubtedly, London is a sophisticated city. Therefore, in order to catch the city’s real spirit, Li Tuo Kobe iterated this theme many times before submission. In the end, he aligned the London elements in a highly organized way to embody the city’s grandeur. Meanwhile, the lowly saturated colors and the sunset gradient background added a flavor of vintage to the design.
Proposal 3 Revision
British American Tobacco selected Proposal 3 finally. However, they asked to change the design’s background from the sunset gradient to an off-white color.
Inside the Proposal 3 Booth: A London Tube Style with the City’s Landmark Images on the Wall
Final Booth Photo – Outside
