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GROW UP

This project was a part of a big marketing campaign that British American Tobacco ran in Russia at the end of 2014, including massive promotion of one of the oldest tobacco brands in the world. The campaign was supposed to awake the interest of experienced smokers that care not only about the pricing but also about the conditions of production of the product.

CLIENT  BRITISH AMERICAN TOBACCO RUSSIA    |    ROLE  CONCEPT & DESIGN    |    TOOLS  PHOTOSHOP / SKETCHBOOK PRO

The Lucky Strike cigarettes represent one of the oldest tobacco brands in the world having been introduced for the first time in 1871, in the state of Virginia, USA. Nowadays, Lucky Strike cigarettes are being sold in more than 60 countries around the globe, which makes Lucky Strike one the leading brands of the British American Tobacco company.

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Lucky Strike appeared first at the Russian market in 1997, while in 2013 the brand was relaunched with new design featuring two versions: LS Premium Blue and LS Premium Silver. Being one of the most successful tobacco brands Lucky Strike has been largely

referenced in art and other popular cultural contexts. For example, Lucky Thompson’s album released in 1964 appeared under the name Lucky Strikes alluding also to the brand’s artwork, while ZZ Top and Tom Waits mentioned the brand in their songs.

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My main task was to develop a game app for the iOS platform in the style of the classic Japanese Tamagotchi. In the presented game app, having chosen a certain type of tobacco the user is to grow his own tobacco plant by controlling three main elements– sunlight, fertilizers and water. In case of a well-timed use of one of the elements, the user gains points, otherwise, the plant withers and the user loses points.

The game proposes 7 types of tabacco to choose from- Oriental, Burley, Habano, Cavendish, Corojo, Latakia and Dokha. Every type has its own peculiarities: one needs more sunlight, while other dies if exposed to too much of it. This kind of ‘complication’ being usually a novelty for the user makes him to be more attentive to the growth of the plant.

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The menu of the app is designed so that the user’s attention would not be distracted away by details that are of no direct relevance to him, and so that the navigation between the pages would not take more than three clicks on the screen. In addition, the menu page features two types of notifications – a warning that the plant is in short supply of something, and the info concerning new incomes (prizes section).

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Since the socialization of the users was not a part of the task, there was no necessity in creating two distinct pages for profile and editing the profile info. Thus, the profile page gives access to all the available info, such as points, the number / types of plants having

 

been grown and the user info, the latter necessary for the transfer of the user’s winnings. Besides, in the profile section the user can turn on / off the automatic publishing of this info in the social networks.

 

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The role of the leaderboard section in this app is rather informative providing only the data concerning who tops the points list and the user’s ranking. For the sake of privacy, there is no access to other users’ profiles.

The prizes page provides information concerning how much points the user is to gain when growing a specific type of tobacco in order to be able to purchase a certain prize, as well as the description of all the prizes available.

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