blu, a leader in the electronic cigarette industry, invited adult smokers and vapers over 21 to submit pledges to achieve personal goals, like overcoming fears, chasing dreams, or making positive changes, with the brand’s support. launched in December 2018, it had received 10,000+ submissions, including pledges to overcome physical boundaries, honor historical heritage, and build community projects.

One of the pledges fulfilled by the campaign was by artist Sebastian Errazuriz, who created blu Marble, a 20-foot LED artwork in New York City showing a live stream of Earth from space, to mark the 50th anniversary of the moon landing. other Panelists included model Jessica Wilde, professional surfer Anastasia Ashley, personal trainer and actor Sam Asghari, and The Fat Jewish.

studio oloro project and production managed various elements of the campaign alongside the broader creative team and partner agencies, including the website development (landing page and submissions), social media strategy and management, pre-production and on-site event management at the blu marble gallery opening and various brand activations at sundance film festival.

results:

• 1.4b reach

• +26% brand awareness

• +19% positive sentiment among smokers

agency: social chain