MARLBORO NEULAND

Designing a platform, not a campaign.
Building a digital ecosystem that lives beyond every launch.

Agency: Leo Burnett, Frankfurt / Creative Director: Matthias Fickinger - Bernd Knothe

Role: Creative Direction / Art Direction / Digital Experience / Content Platform / Production / Concepting / Web Design / POS & Events

What happens when one of the world's most iconic tobacco brands
needs to reinvent its digital presence?

Rather than creating another campaign, we designed a digital ecosystem built to evolve over time. Neuland brought together content, experiences and CRM into a single platform that kept users engaged long after their first interaction with the brand.

THE PLATFORM

We designed a platform that connected content, experiences and CRM into one evolving ecosystem, giving users reasons to return beyond individual campaigns.

SOUNDSHOWER

Music became an immersive brand experience through an interactive installation where visitors could literally step inside the sound.

SPEEDFASHION

Highlighted cutting-edge fashion.
A design fashion catwalk in a train.

TASTE

Emphasized culinary creativity, offering consumers an immersive exploration of flavor and gastronomy.