Gudang Garam Signature Mild is a long lasting mild kretek cigarette due to its size that bigger than competitors. The communication is revolving around size-play and lifestyle that substitute a bigger metaphoric object or lifestyle.
Unusual massive camera as a metaphor of the cigarette size to show excitement in the Signature Mild product with a comical tone.
The generic branding potrays a magnifier for a fun bigger effect
Thematic billboard also inline with the brand message utilizing 3 aspects: hear, taste, play.
Dentsu One
Executive Creative Director : Ahmad Mulyanegara
Creative Director: Defri Dwipaputra
Art Director: Mardi Gregoirus, Randi Destriadi, Smita Basuki, Dhani Pratama
Copywriter: Fajar Fatha Setiawan, Nabila Ibrahim
