Let’s find the right tone of voice to speak to some truly no-nonsense customers.
RJ Reynolds needed to research and update the language used in their brands’ campaigns. In this sample campaign of “letting the pack speak for itself,” the languge needed to match the customers: independent, funny, and a little acerbic. Multiple taglines and headlines were tested and incorporated into the advertising done by Winston’s mainline ad agency.
The Leap Partnership · 1997
Creative direction: Joe Sciarrotta, David Hernandez · Art direction: John Schacter, Chris Turner, David Hernandez · Design: Andrew Day · Copywriting: Tom Raith, Mark Bruker, Terry Cosgrove, et al. · Photography: Brian Bosen, stock/outtakes
