Chester. Smarter. Better.

Background: One of the most popular cigarettes in Germany upgraded with several cool features at once: smoother taste, slimmer format, less smell technology, aqua shield filter, and new pack lock.

Challenge: We wanted to show all these novelties in a cool way and come up with something so informal that the brand would melt up and let us launch it. But since it was pretty much an experiment the budget was literally peanuts.

Solution: The whole global “Chester” campaign was created since I knew that’s how the brand was called by legal aged smokers. So we wrote a bunch of budget saving silly scripts based on one structure and shoot them right at the agency – just us and the camera. Gosh! Best day ever.