The socially competent cigarette
Grendene Ogilvy & Mather in Zurich is handling the new launch campaign for Barclay
Grendene Ogilvy & Mather in Zurich realize the new launch campaign for BarclayBy Andreas Panzeri An end to narcissism, business and materialism. The cigarette Barclay gives itself a socially acceptable image and was looking for a replacement for the famous "red sofa". Luigi Grendene found it in the "Light Sign". With this idea, the Zurich agency won the international pitch for Barclay and is now taking the lead for the whole of Europe.
The Barclay cigarette pack as a light projection: with this key visual, the family wants to
of light cigarettes will appear everywhere in the future with a distinctive feature. One day, this could possibly also serve as a distinctive mark if branding above the line is no longer possible in the course of further restrictions on cigarette advertising. However, according to Ogilvy's creative team, this is "a tightrope walk" from a legal point of view, and nothing definite can be planned yet.
In the international budget competition, in which the Ogilvy agencies in Germany and Holland also pitched, Zurich was able to convince with the "Light Sign", which "turns the package design into a projector", as Luigi Grendene explains his idea.
The second task was to introduce this new key visual to the market in an initial learning phase. Grendene Ogilvy & Mather developed a campaign for this, "which includes taste, urbanity, freedom of choice and a few more values that we don't want to push on the competition," as Senior Account Director Dominik Abt says.
For CD Michel Hitz, the campaign has picked up on the relevant development that the trend is "away from ego hedonism, towards friendship". In the future, Barclay's smoke signals social competence instead of narcissism, as well as enjoyment instead of consumption. Likewise, the brand, which used to advertise ostensibly with business scenes, wants to "move away from materialism, toward less tangible, more substantial values" in the new campaign.
The "Light Sign" is intended to symbolize this development. A striking feature is the warm wood, which serves as the background to the images in all subjects in the campaign. In the past, Barclay has been identified with success stories. This value has now been replaced by warmth, social and spirit - the "newly defined values of the future".
A spot that works like a commercial for an election campaign
The Barclay brand, number 3 in the overall market in Switzerland and leader in the ultra-lights segment, offers five different flavors in its family along with the standard blend, such as Smooth&Light, Menthol, Number One and Fresh & Light. With the claim "Same Choice. Different Taste," the advertising aims to appeal equally to the group and the individual. By playing with variations, "Same Choice. Different Taste" can also become "same Party" or "same Pleasure" in the various subjects.
After the teaser ad, various follow-ups with ads, posters and POP measures are planned from October, as well as a cinema spot.
In the film, produced by Reto Salimbeni's new Manifesto Films, the light sign is not yet as prominently featured as in the print campaign. The spot picks up more on the idea of "Same Choice. Different Taste." Whereas the last film for Barclay showed an architect who was a "lonely hero" on the move around the city, the new spot presents a range of different characters. True, these are also on individual paths. But the punchline shows: they all meet at the same party.
The 50-second story now illustrates how these people reveal "different Taste" along the way. Two different kinds of flowers are bought as souvenirs for the party. One buys a CD, the other a record. Despite this different taste, however, all the characters manifest "same Choice" at the end: a pack shot with the five different Barclay packs as well as the "Light Sign" is superimposed over the scene.
According to CD Michel Hitz, the film should function like an advertising film in an election campaign: It has something in it for everyone. The height of the music at the beginning is "very ideal for women" - in any case, they would have reacted very positively to the engaging tones in tests, and men would "at least not have been annoyed". A scene with a dog is supposed to create a sympathy value before the packshot scene, which is otherwise received as rather unsympathetic in the cinema, comes.
The environment must awaken longings for the smoker Visually as well as technically, Reto Salimbeni designed the film "so that it does not fall away from the medium when it is surrounded by international commercials as well as trailers for upcoming spectacles from Hollywood".
Salimbeni shot in Vancouver, because Barclay is to appear as an urban brand in a story that could be set anywhere. The opening shot, featuring the Skytrain in front of the skyscrapers of the Canadian metropolis, is meant to evoke longings. "You have to show an environment where you might like it," Salimbeni explains. Striking "stop-and-go images" throughout the film are "monkey fodder" - also technically called Rampling.
1960 Swiss copies hit theaters
This visual trick is intended to keep the eyes of the incoming and still chattering audience glued to the screen in the half-dark cinema. A state-of-the-art two-key process with 2000 lines per image is also intended to have a subconscious effect. This results in an extremely high resolution. Also, specially processed and copied background images can help to make the image appear extremely dense in the semi-darkened cinema. This is a technique that would otherwise be too expensive for such a spot. But since even large technical studios are not fully utilized at the moment, Salimbeni was able to enjoy an "extremely interesting service" in London.
A 30-second version was also assembled from the spot. This will be used in a second phase, when the new Barclay World is already better known. A total of 1960 copies have been pulled for the whole of Switzerland.
In Belgium, Holland and the Nordic countries, the film can only be shown in nightclubs and at POP, as cigarette advertising is banned in cinemas, as are posters. Holland allows the last wave print ads for cigarettes in the fall. After that, advertising, based on the idea of the "Light Sign", will only take place at the POS. Promotions will also be banned. Barclay will only be allowed to advertise at kiosks and retail outlets where the logo or even the light sign can be adapted. According to the motto: "Smoking the wrong thing can endanger your enlightenment!"
The Barclay cigarette pack as a light projection: with this key visual, the family wants to
of light cigarettes will appear everywhere in the future with a distinctive feature. One day, this could possibly also serve as a distinctive mark if branding above the line is no longer possible in the course of further restrictions on cigarette advertising. However, according to Ogilvy's creative team, this is "a tightrope walk" from a legal point of view, and nothing definite can be planned yet.
In the international budget competition, in which the Ogilvy agencies in Germany and Holland also pitched, Zurich was able to convince with the "Light Sign", which "turns the package design into a projector", as Luigi Grendene explains his idea.
The second task was to introduce this new key visual to the market in an initial learning phase. Grendene Ogilvy & Mather developed a campaign for this, "which includes taste, urbanity, freedom of choice and a few more values that we don't want to push on the competition," as Senior Account Director Dominik Abt says.
For CD Michel Hitz, the campaign has picked up on the relevant development that the trend is "away from ego hedonism, towards friendship". In the future, Barclay's smoke signals social competence instead of narcissism, as well as enjoyment instead of consumption. Likewise, the brand, which used to advertise ostensibly with business scenes, wants to "move away from materialism, toward less tangible, more substantial values" in the new campaign.
The "Light Sign" is intended to symbolize this development. A striking feature is the warm wood, which serves as the background to the images in all subjects in the campaign. In the past, Barclay has been identified with success stories. This value has now been replaced by warmth, social and spirit - the "newly defined values of the future".
A spot that works like a commercial for an election campaign
The Barclay brand, number 3 in the overall market in Switzerland and leader in the ultra-lights segment, offers five different flavors in its family along with the standard blend, such as Smooth&Light, Menthol, Number One and Fresh & Light. With the claim "Same Choice. Different Taste," the advertising aims to appeal equally to the group and the individual. By playing with variations, "Same Choice. Different Taste" can also become "same Party" or "same Pleasure" in the various subjects.
After the teaser ad, various follow-ups with ads, posters and POP measures are planned from October, as well as a cinema spot.
In the film, produced by Reto Salimbeni's new Manifesto Films, the light sign is not yet as prominently featured as in the print campaign. The spot picks up more on the idea of "Same Choice. Different Taste." Whereas the last film for Barclay showed an architect who was a "lonely hero" on the move around the city, the new spot presents a range of different characters. True, these are also on individual paths. But the punchline shows: they all meet at the same party.
The 50-second story now illustrates how these people reveal "different Taste" along the way. Two different kinds of flowers are bought as souvenirs for the party. One buys a CD, the other a record. Despite this different taste, however, all the characters manifest "same Choice" at the end: a pack shot with the five different Barclay packs as well as the "Light Sign" is superimposed over the scene.
According to CD Michel Hitz, the film should function like an advertising film in an election campaign: It has something in it for everyone. The height of the music at the beginning is "very ideal for women" - in any case, they would have reacted very positively to the engaging tones in tests, and men would "at least not have been annoyed". A scene with a dog is supposed to create a sympathy value before the packshot scene, which is otherwise received as rather unsympathetic in the cinema, comes.
The environment must awaken longings for the smoker Visually as well as technically, Reto Salimbeni designed the film "so that it does not fall away from the medium when it is surrounded by international commercials as well as trailers for upcoming spectacles from Hollywood".
Salimbeni shot in Vancouver, because Barclay is to appear as an urban brand in a story that could be set anywhere. The opening shot, featuring the Skytrain in front of the skyscrapers of the Canadian metropolis, is meant to evoke longings. "You have to show an environment where you might like it," Salimbeni explains. Striking "stop-and-go images" throughout the film are "monkey fodder" - also technically called Rampling.
1960 Swiss copies hit theaters
This visual trick is intended to keep the eyes of the incoming and still chattering audience glued to the screen in the half-dark cinema. A state-of-the-art two-key process with 2000 lines per image is also intended to have a subconscious effect. This results in an extremely high resolution. Also, specially processed and copied background images can help to make the image appear extremely dense in the semi-darkened cinema. This is a technique that would otherwise be too expensive for such a spot. But since even large technical studios are not fully utilized at the moment, Salimbeni was able to enjoy an "extremely interesting service" in London.
A 30-second version was also assembled from the spot. This will be used in a second phase, when the new Barclay World is already better known. A total of 1960 copies have been pulled for the whole of Switzerland.
In Belgium, Holland and the Nordic countries, the film can only be shown in nightclubs and at POP, as cigarette advertising is banned in cinemas, as are posters. Holland allows the last wave print ads for cigarettes in the fall. After that, advertising, based on the idea of the "Light Sign", will only take place at the POS. Promotions will also be banned. Barclay will only be allowed to advertise at kiosks and retail outlets where the logo or even the light sign can be adapted. According to the motto: "Smoking the wrong thing can endanger your enlightenment!"
