MAKE IT BRIGHT | JTI COMPETITION FOR GEN Z

Launch video

MAKE IT BRIGHT | JTI STUDENTS COMPETITION

360° PLATFORM - WORLDWIDE - 2022

Creative direction: Jean Colliard | Strategy & Narrative direction : Léonore Godo | Art direction : Yasemin Varlik

Make It Bright is JTI's worldwide competition that targets Gen Z for a chance to work at JTI. It is the opportunity to promote the company to the next generation of talents & consumers.

While business objectives are numerous - increase awareness among Gen Z; encourage perception of change of a tobacco company; position JTI as modern and innovative - the communication objectives are truly challenging. Indeed, the competition needs to create strong appeal to worldwide students that may not even know JTI or consider the tobacco category as an attractive field of business.

For a whole year, I took the direction of MIB’s 360° strategy and narrative - from the comms campaign to the final global event, reaching unprecedented recognition both internally & externally. All the assets were displayed in 25 markets around the world.

A worldwide campaign built on three steps: discover, consider, sign-in

See the creative assets below 👀

01 | DISCOVER PHASE 👇

Create a hook to grab our audience's attention & seed our presence in a relevant, meaningful way. "Feel triggered by those affirmations? We speak the same language, come see what's MIB."

02 | CONSIDER PHASE 👇

Generate deeper interest by comforting the target on qualities they have - then highlight Make It Bright's utility, as how the program will make those qualities count. "Want to turn your talent into concrete skills? Just join MIB."

03 | SIGN-IN PHASE 👇

You've got it: MIB is ready for you. Here, we're insisting on the flexibility of the program. MIB really is a no-brainer, so whatever your expectations, you're fit to it! Come on, join us and think later.