IQOS

The Challenge:

In Indonesia’s deeply rooted smoking culture, IQOS needed to overcome misconceptions around smoke-free alternatives and clearly define its heat-not-burn technology, while positioning itself as the leader in a growing but misunderstood category.

The Solution:

As part of a winning pitch with Publicis Jakarta, I developed Pleasure Responsibly, an integrated campaign blending storytelling, education, and experiential activations. Designed to connect with adult smokers on both an emotional and rational level, the work reframed IQOS as a satisfying alternative without smoke, driving awareness, credibility, and meaningful conversation in a challenging market.

Role: Creative Director, Art and Copy
Agency: Leo Burnett
Team: Executive Creative Director – Ravi Shanker