Art direction by Poka-Yio
Assigned by Happiness.gr (event marketing agency)
During the International Contemporary Art Fair, Art Athina 2016, Papastratos CMC SA, a leading tobacco company in Greece, launched a captivating promotional campaign for their new cigarette blend, Assos Anef. The campaign aimed to highlight the brand's commitment to exceptional quality and the absence of artificial additives.
The blend's brand name Assos Anef, derived from Greek words meaning "one" and "without" respectively, captures the essence of the brand's philosophy. "One" symbolizes excellence, while "Anef" emphasizes the absence of artificial additives in the blend. The campaign unfolded in three stages, engaging the audience in interactive experiences that encouraged self-expression and creativity.
At first, the visitors were invited to write on a wall, one or more things they would like to leave out of their life. Secondly, to write on the opposite wall what is their number One thing in life. Lastly, to craft their t-shirt by using stencils and/or free-hand or both.
I was entrusted with designing the stencils that visitors would utilize to create their personalized t-shirt designs fostering a sense of self-expression.
Inspired by the brand's iconic old cigarette packs and influenced by the aesthetics of Constructivism and Bauhaus movements, I crafted a series of stencils that served as a branded "tool", offering countless combinations for visitors to explore, unleashing their creativity and leaving with a personalized wearable artwork while maintaining a strong connection to the Assos Anef brand.
Geometric shapes and graphical elements incorporating the visual essence of the brand, allowed this hands-on experience to create a lasting impression on the participants and reinforce the brand's positioning in a creative and meaningful way.
