Davidoff Cigarettes Essentials Limited Edition - the Kaleidoscope Concept

BNW created the Davidoff Cigarettes Essentials Limited Edition, recognising the global trend for limited editions and customisations, primarily driven by a widespread feeling that society has become so depersonalised. Two distinctive collections were created: SENSE and SENSITIVITY. The Davidoff Cigarettes Essentials Limited Edition "Sensitivity" reflects our premium materials and effects through new created cigarettes brands: Carbon, Black Crystal, Cut, Future, Urushi, Bespoke, Bullion, Glow, 3D, Code, Kaleidoscope and Reflections.

BNW's concept was to cover the pack with a kaleidoscope experience, frozen in time, a beautiful moment to watch. The different varnishes and highlight techniques enable the viewer to view a non-static image of the kaleidoscope “flower”. The “flower” could be made out of small design icons silhouettes or our own octagons, with coloration all the way from uniform hues (gold…) up to to bold, bright classic kaleidoscope colours.

BNW's communication strategy was based on entering the sheer mind-blowing world of the kaleidoscope experience, watching through supplied kaleidoscope devices, having fun creating own shapes and forms. Our communication and activation methods were totally centred on providing our target audience a welcomed escape from the daily routine, transporting them for a brief, but intensive moment to the world of imagination and creativity. The concept offered endless on-line connection possibilities, such as sharing websites, games, endless fun and imagination with incredible style and even a touch of magic.