Mix it Up, a distinguished original digital content series for Marlboro TV, marks one of the most ambitious endeavors spearheaded by Javier Gutierrez for Philip Morris International (PMI). This gastronomic documentary series is a feast for the senses, featuring over 100 minutes of rich content spread across 8 episodes, accompanied by bite-sized segments tailored for social media engagement.

The series takes viewers on an extraordinary global culinary expedition. The journey spans from the vibrant flavors of Russia to the innovative kitchens of South Korea, from the bustling streets of New York to the gourmet scenes of Tokyo. The central figure, a New York City chef, seeks culinary perfection and inspiration to overcome a creative block. His journey is more than a quest for recipes; it's a pursuit of the extraordinary, the innovative, and the culturally rich culinary experiences that shape his next course menu.

"Mix it Up" stands as a pillar of Marlboro's marketing strategy, incorporating a comprehensive multi-channel activation. This platform skillfully intertwines the worlds of music and food, laying the groundwork for future brand activations, including the innovative Neuland project. This fusion of sensory experiences not only captivates the audience but also establishes new benchmarks in branded content.

The series played a pivotal role in enriching the content landscape of Marlboro TV, setting a precedent for numerous subsequent content series. Its success demonstrates the power of storytelling when combined with authentic culinary adventures and cultural immersion. "Mix it Up" is more than just a series; it's an exploratory journey into the heart of culinary art, offering viewers a taste of diverse cultures and the infinite creativity found in kitchens around the world.

YEAR: 2015

MARKETS: Global

BRAND: Marlboro

AGENCY: Vice, Leo Burnett, Liquid Works, Emakina