Project Introduction
Gallaher recently re-branded it’s point of sale material across
15 tobacco brands throughout Europe. Digital Marmalade were invited
to produce an interactive solution that would not only communicate
the new brand guidelines, and act as a replacement to a pool book,
but would also produce artwork that complies with each of the countries’ tobacco
laws. The tool needed to deliver pre-defined templates across many
print sizes in both landscape and portrait orientations and provide
a logical storage system for all the digital assets required to produce
the consistent printed collateral.
Project Build
This project was a real challenge, as so many factors had to be accounted
for. Tobacco advertising is subject to country law, which dictates
percentage health warning space, tobacco levels and RRP statements,
as well as control over emotive messages. Our task was to develop
a tool which automatically adhered to each specific country’s
law. We developed a law matrix which isolated options relevant to
the selected country.
Another challenge was size and orientation. After
much number crunching, we developed dynamic templates
which followed a strict mathematical model, ensuring
we could output good looking artwork in any print size
and orientation.
The user is presented with a simple 5-step selection
process; the user picks a country, a brand, types in
custom dimensions for the artwork, selects whether
to include a promotional message, then clicks download.
At each step an on-screen representation of the artwork
is displayed.
Assets are downloaded to the users desktop along with
dynamically produced HTML instructions (a graphical
step-by-step guide, with exact figures to layout the
artwork, ensures there's no room for error).
This tool is extremely powerful and one we are very
proud of. You have to see it!
