Metzgerlehner tells Villiger's story
For Villiger’s communications, Metzgerlehner positioned the historic year 1888 as the origin of good stories. This aligns with the enjoyment of tobacco, which goes hand in hand with flights of fancy, conversations, or—indeed—stories.
In the campaign, these stories are conveyed symbolically with a key visual. In the culturally diverse markets, the aim is to create a brand image that dramatically combines smoking enjoyment and social exchange.
The first story begins above the rooftops of a metropolis. Bathed in moonlight, two nocturnal predators meet and enjoy the time of the approaching morning in a fraternal bond. The Royal Bengal Tiger Gandhi was staged with the professional support of renowned predator trainer Carmen Zander and in compliance with international animal laws.
Responsible at Villiger Sons: Heinrich Villiger (owner), Peter Witzke (Managing Director), Désirée Burger (Product Manager). Responsible at Metzgerlehner: Michael Rottmann, Janine Aebischer, Patrick Meyer and Annette Vetsch (creation), Andreas Meier and Mirjam Eberle (consulting), Bruno Breitenmoser (production), Noë Flum (photographer).
