Marlboro CrossOver, a Global Engagement Platform, represents a modern evolution of Marlboro's brand engagement, leveraging the adventurous spirit synonymous with the brand. This platform serves as the millennial iteration of the iconic Marlboro Adventure Team, but with a distinct focus. Unlike its adrenaline-heavy predecessor, CrossOver emphasizes self-discovery and personal growth. It encourages participants to step out of their comfort zones, take decisive actions, and assume leadership in their lives.

The essence of CrossOver aligns perfectly with Marlboro's "You Decide" campaign. It embodies the campaign's ethos by empowering individuals to make choices that lead to life-changing experiences. This initiative isn't just an adventure; it's a journey of transformation, where participants are urged to take control and redefine their paths.

CrossOver has brought a fresh dimension to Marlboro's brand communication. Both Above The Line (ATL) and digital campaigns showcase visuals that highlight the modernity and richness of the Marlboro Country. These visuals are not just aesthetically captivating but also resonate deeply with the contemporary spirit of the brand, appealing to a new generation of consumers.

Since its inception in 2014, CrossOver has seen immense success and popularity. It has been conducted over four editions, each time attracting global participants and garnering widespread acclaim. The platform's ability to blend thrilling adventures with profound personal growth has made it a standout in Marlboro's marketing initiatives. Through CrossOver, Marlboro has not only maintained its legacy of adventure but has also redefined it for a new era, making it relevant, engaging, and inspiring for today's consumers.

YEAR: 2014 - 2018

MARKET: Global

BRAND: Marlboro

AGENCY: Leo Burnett, Liquid Works, Emakina