Dont Be a Maybe

The Marlboro DBAM campaign proved to be a highly successful rebranding and redesign effort, surpassing the traditional Marlboro Cowboy campaign. In Europe, the Western lifestyle was no longer resonating with the target audience. During our strategic planning phase, we uncovered a valuable insight: individuals aged 23-40 were averse to indecisiveness. This revelation sparked the creative idea behind the campaign slogan, "Say Yes, Say No, just don't be a maybe."

To bring this concept to life, we orchestrated a series of activation events designed to put participants on the spot and prompt them to make decisions. Those who confidently chose either "Yes" or "No" were whisked away to a secret location, where they were treated to an unforgettable night filled with multiple engaging experiences. The highlight of the evening was a free concert featuring top Billboard artists.

Through these strategic activations, we successfully engaged our target audience and provided them with an opportunity to enjoy a unique and memorable experience while emphasizing the importance of decisiveness. The campaign's fresh approach and immersive events undoubtedly contributed to its resounding success.