Creativity

Camel: Camel Wides Tattoo Art Project

When R.J. Reynolds asked Gyro to "reimagine" Camel Wides, the agency turned to Brooklyn tattoo artist Scott Campbell, who's worked on Gyro's Sailor Jerry brand, "to develop a series of ads and related imagery that we felt captured the

Published on May 09, 2006

Editor's Pick

When R.J. Reynolds asked Gyro to "reimagine" Camel Wides, the agency turned to Brooklyn tattoo artist Scott Campbell, who's worked on Gyro's Sailor Jerry brand, "to develop a series of ads and related imagery that we felt captured the essence and aesthetic of the Wides experience," says Gyro CEO Steven Grasse. So, besides standing outside the building half the workday along with all the other smokers, what's the Wides experience? "The essence of Camel Wides lies in the unapologetic and rebellious nature of the product itself," Grasse explains. "It's a bigger, fatter cigarette. The classic, traditional tattoo aesthetic just seems to make sense for a product like this. While a lot of brands have jumped on the tattoo bandwagon, Camel can legitimately claim that a lot of people who actually have tattoos enjoy their product, so the association makes sense. The key was to evoke timeless authenticity that is both iconic and memorable

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About

Credits

Date
May 09, 2006
Artist:
Marcus Kuhn
Artist:
Jason Goldberg
Artist:
Katja Opel
Artist:
Scott Campbell
Senior Art Director:
Jen Denis
Creative Director:
Steven Grasse
Client:
Camel
Agency:
Gyro Worldwide Philadelphia

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