We were challenged by JTI Corporate to demonstrate to industry professionals the impact that government regulations will have on brands through a creative adventure rather than the ‘typical’ corporate comms route. How does the tobacco industry lead with a branding ban insight? The Future of Brands launched earlier this year with a teaser in Milan followed by the full exhibition in Abu Dhabi.
The Future of Brands aims to inspire other industries to unite and campaign against ‘nanny state’ legislation. As such, we wanted to deliver maximum disruption and stand-out in an illuminated landscape usually dominated by flat-packed ‘take one’ stands. Our objective was to dramatise the impact of increased regulations and branding bans via an experiential unit; taking attendees on an immersive journey in a dismal and cluttered exhibition environment. We moved away from the ‘typical’ corporate feel, instead we drove awareness on the excessive regulation that is slowly but surely crossing industries all over the world.
Both exhibitions proved to be very successful and struck a chord with the audience. The exhibition subsequently embarked upon a global tour across key markets.
