I didn’t come up with this idea - but I did beat out a dozen or so other designers from around the world to establish the graphic look and then craft the photography direction for the launch of this campaign in Germany.

“Don’t Be A Maybe”, borrowing the Marlboro brand core values of freedom and mastery of destiny, was the evolution of Marlboro’s cowboy campaign. The idea - take the lead in your life by eliminating the word “maybe” from your mindset. The provocative headlines against the distressed paper and the grainy, candid visuals resonated with younger adult smokers. It was a huge hit in Germany and then eventually it was rolled out to 22 other markets across the globe. It was so popular that a book was written about the social movement that the advertising campaign created and the publisher decided to “borrow” my typographic design for the cover. 

These are my original comps showcasing the origins of the bold typographic look for the launch at OOH and POS, along with a selection of print executions, using stock photography that I transformed into my look. This vision was the framework that guided the finished creative production of this campaign worldwide.

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