Creative Director: Mon Benitez
Agency: Leo Burnett Dubai
•When Merit promises “Full flavor in a light cigarette”, one may look forward to a kind of pleasure that results from two contradicting characteristics – being ‘weighty’ yet being ‘light.’
•This imaginative – even abstract – offering is captured by the following direction, which translates Merit’s claim into a visual form.
•Faithful to Merit’s image, the various executions are all based on the ‘World of Seas,’ with emphasis on objects that symbolize leisure and style.
•With the addition of an elegant visual treatment, the ads form a wholesome communication of Merit’s unique, inviting and premium world of pleasure.