Vuse

VUSE ULTRA LAUNCH CAMPAIGN

Creative director of Consumer Experience with T&PM covering Social, CRM, eCom, paid & experiential as part of a Multi agency response (VML, Hogarth, Landor & T&PM) for the launch of the new vuse Ultra.

This campaign needed introduce 'for you, by vuse' as the new brand positioning, as well as launching Ultra - the most advanced, connected device from vuse - with multiple new features and an app. The new, more grown-up and premium brand world was still being developed so there were no guidelines but we still needed to evolve the creative and tone of voice to fit. A key goal was also ensure the product did not appeal to younger audiences or people who do not already vape.

Taking the key visuals and messaging, we created a consumer experience campaign to flex across all CX channels and be rolled out to the global markets, working to strict legal guidelines and for vastly differing market restrictions.

The scope of this project was huge - we delivered two individual 200+ page toolkits with strategy, CX assets for all stages of the full consumer journey, creative and design guidelines plus a full suite of master assets to markets.

As creative director, overseeing a team of motion and digital designers, I was also the sole conceptual creative and copywriter for the CX campaign. I worked closely with other agencies in producing the 3D assets and to align with the ATL and retail work, as it was all developed in tandem.

The 'a vaping experience as individual as you are' positioning encompassed the product benefit to the consumer in a more direct and emotive way and, most importantly, would be less engaging for younger audiences, who tend to vape to fit in with their peers.

CREATIVE DIRECTION • CONCEPT • COPY

THE STARTING POINT from VML