October 2023

To redefine Newport's image with a groundbreaking campaign that embraces life's gritty realities. Creative candid photographs in urban settings challenge conventional tobacco marketing, inviting consumers to confront the less glamorous aspects of life alongside Newport.

The print material unfolds as a series of creative candid photographs, showcasing Newport cigarettes in unconventional urban settings, communicated through billboards in the subway station. The progression of Newport packs, from pristine to discarded, forms a visual narrative that challenges the typical tobacco marketing approach. The images invite consumers to embrace the imperfect, gritty aspects of life and smoking.

Billboards leverage contrast, using a bright text color against a darker image to create a visually striking composition. The backdrop intensifies the impact of the bright text, symbolizing the acknowledgment of less glamorous aspects while highlighting the campaign's core message.

Instagram creative advertising continues the narrative in the digital format, presenting Newport as a companion in navigating life's difficulties. Each ad invites consumers to confront challenges head-on, reinforcing Newport's role as more than just a product but a mindset of facing life with resilience.

In essence, the "Embrace Life's Unpleasantness" campaign challenges the tobacco industry norm, positioning Newport as a brand that values authenticity. The visual elements across print and digital material cohesively communicate a powerful message of embracing the real, unfiltered experiences of consumers, fostering a connection rooted in honesty and resilience.

Photography/ Typography/ Creative Advertising/ Marketing Campaign/ Communication