Marlboro X
Matchstick Minds c r e a t i v e c o r p s
www.dadaspeaks.com
The Marlboro Experience
TMX: The Marlboro Experience
• Guests are made to feel valued; • A sense of connection and luxury; • An exclusive and intimate event; • Held twice: 2008 and 2009.
• Paying homage to the tradition. • Valuing history and learning from
the past. • A grand event to meet the first
new decade of the millennium and to present the Marlboro Man as he adapts and evolves to meet the challenges of an ever- changing landscape.
TMX Proposed Event 2010
Marlboro X: An Evolution of Experience
• The evolution of the Marlboro Man. • A Journey - to see how far we have
come and how far can we still go. • Evolution is the key to survival and
success.
Marlboro X
• Freedom, no limits, ability to face and overcome challenging terrain.
• An evolution in movement.
Free Running Labyrinth
• A journey fraught with obstacles and opportunities. • Life is one big obstacle course. • The journey of Marlboro has
been one big amazing maze.
Marlboro X The Invitation The Elements
• A classy reusable wood veneer packaging hot-stamped with the Marlboro X logo, • A metallic collectible miniature maze, • An invitation with a catchy phrase and
cryptic message to intrigue the recipients.
Marlboro X
• Sexy Marlboro ushers welcome the guests.
• A host greets and gives guests a teaser of what to expect.
• Guests will be ushered to a sit-down dinner.
• Symbolic tokens will be given: casino chips, mug, perfume, lighter, camera.
• Guests will be escorted and
shuttled to Ground X.
Pick-up Point Tokens
Marlboro X
• Drop off at the red carpet, a few meters away from
Ground X
Ground X The LED Labyrinth
Marlboro X
• A simple maze that traces the history and accomplishments of Marlboro.
• The maze is intended to be an exhibit of Marlboro through the years.
• LED displays of iconic images of Marlboro: • History, past marketing campaigns, popular
events/races, influences on pop culture, images of famous smokers, interesting tidbits about Marlboro.
The LED Labyrinth
X Rooms
• Vegas Theme
• Has various types of casino games (slot machine, roulette, etc.)
• Performance: Vegas Show Girls
• Burlesque Theme
• Performance: Classy and elegant pole dancing
Danish Theater Red Windmill
X Rooms
• Theme: Futuristic
• Performance: Ledge Dancers, Bartenders
• Open bar
• Theme: Western Saloon
• Lounge atmosphere
• Marlboro Museum: Displays on how the cigarette is made, the leaves used to create its unique taste, etc.
Virtual Intoxication The Wild West
Marlboro X
• LED will suddenly display countdown to lights out and reveal.
• LED walls open up to reveal viewing area and stage setup.
• Stage opens with big dance production number.
• Host introduces presentation. • AVP: Evolution of the Marlboro
Man and Evolution of Marlboro Challenges/Adventures
• Reveal of the latert evolution of Marlboro Man with the grand entrance of the Free Runners.
Stage Design Sequence
Ground X Floor Plan
Marlboro X
• Free Runners are revealed in a surprise, Michael Jackson-type entrance:
• Free Runners will present an exhibition, interacting with the live LED display in a choreographed number;
• Exhibition ends with Free Runners seemingly disappearing into the giant LED screen;
• Screen blacks out and lights are turned off;
• Event ends with massive pyrotechnics and light show.
The Grand Finale
Marlboro X Mementos LED Light Show
• Exclusive pilot with embroidery and serial;
• Special edition Swiss Army Knife with USB;
• Marlboro Man Action Figure with serial.
The Marlboro X Challenge
• The Free Running Competition – symbolic of the evolution of the Marlboro Man
• Preserve the tradition of the Marlboro Adventure.
• Drumbeat for the grand Marlboro X event.
• Redefine the new face of the Marlboro Man.
• Establish the concept on the Marlboro Man as someone who transcends the limits of time, space, and culture.
• Render him with a personality that can inspire people.
The Run of the Urban Cowboys Objectives
Marlboro X: Free Running Competition
• Invite free runners from different organizations to participate.
• Choose 40 participants to be divided into 10 teams.
• Teams will compete in 8 key cities. • One team gets eliminated per city. • Three teams will win 3rd, 2nd, and 1st
place.
Casting Competition
• City landmarks will be used as venues of competition. • Competition will make use of
natural and artificial landscape. • Each team will prepare a 5-min
exhibition and will be judged according to form, difficulty and choreography. • Team with lowest score gets
eliminated.
Marlboro X
• Seminars on Free Running as symbolic of the evolution of the Marlboro Man.
• Traveling maze museum of Marlboro.
• Smaller versions of the
Ground X party.
Year-long Event
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