Dunhill cigarettes are a luxury brand of cigarettes made by the British American Tobacco company. Indonesia is ranked third in the world for total number of smokers. But it's more than a habit; it's a cultural norm. More than 30% of Indonesian smoke a cigarette before their 10th birthday, and in 2010, a two-year-old boy made global headlines for having a 40-cigarette-a-day habit. Cigarettes are a common vice for even the poorest citizens, and cigarettes are sold outside of schools individually, for those who cannot afford an entire pack.

The challenge for Dunhill was to appeal to millennials and drive sign-ups for something called myIDjourney, without mentioning the product at all or displaying the packaging. With cigarettes, the brand is a crucial part of consumer choice, and this adds an extra layer of complexity when designing campaigns to fit advertising regulations.


I assisted with research for a collaboration between POSSIBLE and Geometry, a sister agency


1. Increase likeability from 37% to 61% and purchase intent by strengthening three core brand value: premium, modern, and stylish

2. Evaluate campaign execution and customer journeys


The challenge