Every year, Camel launches a line of collector packs, and the launching includes telling everyone at the company about the challenges faced by the brand.
Given this context and the challenge to innovate, the content for the execution was developed based on the new line: posters, posters and more posters. The walls were decorated, and bars and camels were set up to liven up the office lobby. Everyone was invited to an after-office Christmas party, where the traditional Christmas tree also paid tribute to the brand.
At the end of the event, each employee had a chance to choose a poster and a phrase, and a personalised “case” for their cell phone.
