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Glo – Hyper+ Product Launch

Customer research identified BAT glo™ users want to find their own balanced enjoyment in life understanding that many things in life comes with risks. But when did everything get so earnest and boring?


The strategic thought underpinning the new & improved glo™ device launch balanced vice and virtue as an essential component in our audience and that take enjoyment in diverse and often contradictory set of principles and places, from yoga in the morning, to stoner doom gigs at night.


The ‘Freedom Takes Control’ campaign celebrated this tension – the final output was a bold, colourful and expressive multi-channel (TV, Digital OOH, & Social) highly adaptable series – local markets were provided with a full suite of flexible assets created to work separately or together as a combination depending on their individual needs.

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