Trial campaign "10s PACK" commemorating the launch of LUCKY STRIKE "LIGHTS". We decided to play with the logo on the package. Chosing 10 different words in past participle, ie: ~ten. With 10 visuals matching the word . It made a record sale, queuing users' desire to collect all ten. This won an effectiveness in market award and design award which is very rare for cigarette products, but was happy by the acknowledgement.
Creative Director : Masashi Koori
Art Director : Masashi Koori
Photographer : Amana
Client : British American Tobacco