*Disclaimer*
This is a student work based on a non-real Creative Brief for the brand Poumon Noir, rebranded by Lok To Toto Ho. It's not for a real campaign and it's based on the brand guidelines.
*End of disclaimer.*
Boomers were revolutionary for their times. They imagined themselves as the main characters of the 70’s and 80’s only for their identity to be quickly snatched away by subsequent generations. Poumon Noir gives them a chance to relive those glory days. We want them to treat the next decade as their last - a celebration, a trip down memory lane. We want them to reclaim spaces that they help build, and take to streets that they helped pave.
Insight: Reminiscing the good ol’ days.
Big Idea: Smoke, laughter & music
Kefi: “A Greek word meaning the spirit of joy, passion, euphoria, enthusiasm, exuberance, frenzy.”
Remember how fun the 80’s were? Well, of course you don’t! You weren’t even born then. But baby boomers do. And they desperately miss the times when people used to come together on the streets and spend their evenings together after a busy day’s work. Based on rural streets of Italy, a sense of community and belonging, political gatherings, birthday celebrations, weddings, the freedom of movement and lack of restrictions.
Credits to the Join the Circle team: Ardas Sandhu ( Copywriter), Andrew Lindsay (Copywriter) and Gabriela Martinez (Designer)
Campaign for Poumon Noir by Lok To Toto Ho
Toronto, Canada.
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