The ongoing creep of government legislation is an issue affecting brands and categories around the globe. With the tobacco industry facing a branding ban in certain markets, JTI wanted to inspire other industries to unite against excessive regulation. So, how do you "lift the carpet" on a subject that is normally swept under it, at industry events proliferated by flat-packed displays and roller banners?
We wanted to go a different way. To create an immersive anddisruptive exhibition experience that would dramatize the impactof increased legislation to delegates. The Future of Brands'fun fair' provided a dismal, dystopian vision of a world wherebrands have been blighted by a host of regulatory initiatives.