Solution

At the time, our client was always looking for new ideas for local print publications to add to the campaign. Following this direction, I concepted, presented and developed a Clue-inspired print campaign. Why Clue? For publications read by people 40 and older, the audience would be familiar with the classic board game. It also allowed the opportunity to portray a character with a weapon more dangerous than most. This weapon isn’t a wrench, a rope, or even, a revolver. It’s nearly unseen, but always lurking. Whether it’s Miss Scarlet in the lounge, Colonel Mustard in the library or Professor Plum in the conservatory, tobacco is ready to do them in. Our preferred illustrator agreed to join the project, and I provided direction and guidance until the art was completed. The campaign won an AAF Utah Gold Addy and Judge’s Choice Award.