CORE CONCEPT
Multi-Channel Awareness Campaign
Content Production
Creative Concept
Why are the images blurred?
Concept
LIBERTÉ TOU___R_ is the unbranded platform of one of Reemtsma’s tobacco brands – firmly rooted in subculture, with a strong emphasis on electronic music and art. A match made in heaven for us. To fill the gap before the big festival season, we were asked to create as much buzz as possible with a one-time happening in Q2 2025 in Berlin. Our concept: to create a live activation that would cut through Berlin’s dense jungle of subcultural oversupply. The idea was to merge authentic underground credibility with a surprising twist that felt impossible to ignore.
Execution
Outcome
Liberté Tou___r_
We created 300 limited-edition, custom blue vinyls with premium packaging and detailed imprinting – designed to look and feel like collector’s items. Featuring exclusive tracks by Cinthie, Cromby, FML, and POWER, each record also contained a personal invitation to the event. Hand-delivered to carefully chosen Berlin opinion leaders, key industry insiders, and artists, the vinyls were incredibly well received, sparking organic UGC across social channels. With this idea, we made a lasting mark and laid the foundation for a recurring format for LIBERTÉ TOU___R_ in the years to come.
