Davidoff Cigarettes Essentials Limited Edition - the Symphony Concept

BNW created the Davidoff Cigarettes Essentials Limited Edition, recognizing the global trend for limited editions and customisations, primarily driven by a widespread feeling that society has become so depersonalized. Two distinctive collections were created: SENSE and SENSITIVITY. The Davidoff Cigarettes Essentials Limited Edition "Sense” reflects our unique deluxe experience and culture through new created cigarettes brands: Magnetism, Today, Handmade, Metamorphosis, Icons, Symphony, Art, Forma and Director.

BNW created a unique feature for cigarette packs – lenticular printing of sound waves miming moving properties. We defined a dark background to enhance the multicolour sound waves illustration and added series of varnished soft touch print techniques to further emphasize the sound waves. The spacial touch was the addition of a QR code (mobile bar code) printed on back of pack, for immediate transfer to the Davidoff Essentials website with musical scores.

Our communication strategy was to invite the target audience to participate in our urban, cosmopolitan musical proposition: While some onsumers feel engaged to create their own music, many would simply enjoy listening. The Symphony Concept creates a compeletely new, indpendent platform with own website, music editions, collaborations with DJs, musicians, music editors and producers, opening a whole new world of inateractive exchange for Davidoff.