Blu were looking to break down barriers that have been formed around vaping among 22 – 40 year olds. A partnership with Ministry of Sound was the perfect way to do this. Blu took residency in one of the world’s most famous nightclubs. People were allowed to vape inside. Smokers were targeted to sample blu’s products.
I branded the Ministry of sound with blu promotional materials, inside and out. This included posters, bar signage, floor stickers, mirror decals, wall and floor projections, point of sale materials, and a ten storey high projection on the outside of the building.
The campaign was a huge success, with tens of thousands of people engaging with the branding throughout the year-long residency.