Altoids: Sinfully Cinnamon

Altoids, Leo Burnett and photographer Tony D'Orio (www.tonydorio.com) are at it again, this time for 'toids' cinnamon gum, best exemplified by this big man on campus.

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Altoids, Leo Burnett and photographer Tony D'Orio (www.tonydorio.com) are at it again, this time for 'toids' cinnamon gum, best exemplified by this big man on campus. But the creatives are just as excited about the "burn effect" two-pagers that recently ran in The New Yorker (see the PDF), which included mock cartoons that played off the "heat" of real ads. "We had a curiously strong and hot gum and a long history of matching our creative message with the medium," muses ECD G. Andrew Meyer. "Playing on this history, we wanted to really surprise our consumers, and we couldn't resist this one. We went to The New Yorker with a new idea to induce some real interaction with readers. It's great fun when a magazine will let you hijack the publication. In fact, they even let us literally brand the publication. What more could you ask for?" How about a permanent name change to The Curiously Strong New Yorker?
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About

Credits
Date
Feb 03, 2005
Client:
Altoids
Executive Creative Director:
G. Andrew Meyer
Executive Creative Director:
Noel Haan
Copywriter:
Pam Mufson
Art Director:
Jeremy Smallwood
Photographer:
Tony D'Orio
Agency:
Leo Burnett Chicago
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