blu

The challenge

blu eCigs wanted to redefine its brand perception and connect with a new generation of consumers. The challenge was to move beyond traditional product advertising and introduce a bold, culturally relevant campaign that felt energetic, contemporary, and impossible to ignore.

The result

"Freedom for the taking" was a fully integrated campaign centred around a cinematic TV commercial that transformed a forgotten warehouse into an underground rave, a metaphor for reinvention. The campaign extended across digital and outdoor channels and came to life through a UK tour featuring electronic music artists, creating a cohesive brand experience across every touchpoint. Developed from the client side in collaboration with Brothers & Sisters London, the campaign positioned blu eCigs with a confident, modern voice and a renewed cultural presence.

More info here:
https://www.campaignlive.co.uk/article/blu-ecig-promotes-freedom-20m-debut-uk-ad-push/1297867
https://lbbonline.com/news/an-urban-smoke-laser-show-in-brothers-sisters-blu-ecigs-spot