2019 saw Dunhill moving to a much different light. Dunhill had a major shift of target audience and we were thus tasked to make the brand relevant to the now much younger audience.
We launched the LIVE LEARN LEAD communication, where each material elaborates a process - essentially showing the audience that success doesn't happen overnight. It encouraged the audience to take that first step in realizing their passion and dream, to actually work on it and to deal with the hardships that come with it, then finally reap the achievement of their own hard work.
For the first communication of the series, we chose sneakers designer as a passion point,
as it was considered very relevant to the current market.
45Sec Linear Indonesian Version | 30Sec Rewind English Version | 30Sec Rewind Indonesian Version | 10Sec Reverse Version
For the second installment of the series, we chose animator as the passion point, as it was considered an inspiring profession amongst the audience.
Client: British American Tobacco
Brand: DUNHILL
Agency: LOTUS:H
Executive Creative Director: Dino Mojica
Creative Director: Yogi Simbolon (Tigor)
Creative Group Head: Diaz Pradipta
Senior Art Director: Mark Ryanta Johanes Keintjem, Arinto Puji Utama | Art Director: Vania Jesslyn
Senior Copywriter: Reisha Annabelle Sinulingga | Copywriter: Riany Oktaviani Sungkawa
Graphic Designers: Gilang Ramadhan, Daniel Adinugroho, Janitia Amirah Jasmine, Dhiemas Afif Febryan
Business Director: Etsushi Ogawa Strategy Team: Wimala Sukma Djafar, Alicia Soehardjono
Account Team: Ebie Prasetyo, Bonar Iga Mandiri, Maharani Dwi Putri, Rizki Dwi Jayanti, Uun Sutini
A/V Producer: Suryo Guritno, Andyna Sary Production House: Making Name (Sneakers Designer Version), Kemistry Films (Animator Version)
Commercial Director: Jansen-Rodriguez (both versions)