Project Info
Remington Gold, a prominent cigarette brand in Zimbabwe and parts of Southern Africa, sought a campaign to emotionally connect with and better engage the low-income mass market.
The core insight driving our approach was simple but powerful: smoking creates a common ground for people across different walks of life, especially for the everyday, hard-working Zimbabwean man. For him, Remington Gold is more than a brand—it’s a catalyst for reconnecting with friends, no matter where life or work has taken them. These shared moments form a lasting bond, creating memories that stay with him as he journeys through life. This sentiment inspired our campaign’s big idea, captured in the Shona phrase “Inotibatanidza,” which means “It brings people together.”
I leaned into the metaphor of hands—a universal symbol for human connection and shared experience. Hands tell the story of a man’s life: they work, greet, communicate, celebrate, and, most importantly, they bring people together. For this campaign, I used stylized, expressive illustrations of hands to convey how they shape us as individuals and as communities, emphasizing the bonds that Remington Gold helps to create and sustain.
Hand Sketches
Illustrated Assets
Final Layouts
