Thrive
As a challenger brand facing their competitive brand, Thrive gum looks to explore new perspectives and angles to smoke reduction. A campaign dedicated to younger millennials, knowing that quitting smoking sometimes feels like you are giving up a part of who you are. Thrive’s narrative to embrace the process of reducing, the failures, getting back up, and all of life’s sweetest moments.
Focus Areas
Design, Brand Development, Art Direction, Creative Management
This manifesto introduces a relatable voice to those smokers that are socially and consciously aware of the detriments of smoking and the trial and error of the journey to reduction.
The end result was a campaign that focused on how Thrive can help smokers get through their cravings so that they can be who they are. The manifesto supports as a style guide in tone, voice, and visual identity for future creative.