Marlboro Neuland, emerged as a Global Consumer Engagement Platform that redefined the boundaries of storytelling and digital content. This extraordinary platform took audiences on a mesmerizing journey across the globe, from the bustling streets of London to the serene landscapes of Arizona, the vibrant cityscape of Dubai, and the historic beauty of Prague.

At the core of Neuland was the concept of 'Giants' — world-renowned influencers and pioneers in their respective fields of Art, Fashion, Music, and Food. These Giants embarked on a creative odyssey, each contributing their unique vision and expertise to orchestrate a once-in-a-lifetime experience. The entire creative process was intricately documented, allowing audiences to follow these luminaries as they wove their magic.

The culmination of this journey was a grand event held in Prague, a city known for its artistic heritage and architectural splendor. This event wasn't just a gathering; it was a celebration of human creativity and passion. Enthusiasts and consumers from around the world converged to be a part of this spectacular experience. They were treated to an unprecedented amalgamation of sound, art, and taste, each element meticulously crafted to deliver an experience that was truly one-of-a-kind.

Marlboro Neuland's innovative approach also involved the audience in the co-creation process, offering them a chance to not just witness but actively participate in the making of this grand event. This inclusive strategy added a unique dimension to the platform, deepening consumer engagement and creating a sense of ownership and connection with the brand.

Marlboro Neuland became more than just a marketing initiative; it transformed into a cultural phenomenon. Under Javier Gutierrez's content marketing leadership, It showcased how a brand could create a platform where storytelling, consumer engagement, and experiential marketing converge to create not just a campaign, but a cultural moment. The final event in Prague was the epitome of this vision, a testament to the power of collaborative creativity and the enduring appeal of experiential storytelling.

YEAR: 2016 - 2019

MARKET: Global

BRAND: Marlboro

AGENCY: Vice, Leo Burnett, Liquid Works, Emakina