A reinterpretationof the brand to take on an active role. Camel became a provider of experiences close to the Andalusian consumer, expressed through the development of face-to-face activities.Street teams : exchanging other cigarette brand packs for Camel packs (2.888 packs exchanged).The Parties: music performances and entertainment in evening venues to externalise and showcasethe seductive power of the brand (25 parties in 2 months).The Event: a Concert that brought together 7,000 people in Seville and financed the rest of the programme. (Scroll: bringing together the most modern bands with flamenco roots).

Programme contacted 1,700,000 smokers aged 18-35 (82 % of Andalusian smokers).(Source: JTI Continuous Tracking Year to DateSept 05)27% of smokers contacted during the campaign changed their regular brand for Camel(Source: DYM Institute)The Qualitative valuation ratio of the campaign was: 6.27 over 7 According to parameters : originality , adaptation to target , expression, communication.(Source: DYM Institute)The Concert attendance success ,financed the concert 100% and 25% of the total campaign cost.