Getting Lucky with Dji Sam Soe Super Premium

While most of the planet has banned nearly all forms of tobacco promotion, Indonesia still allows broadcast ads for smokes as long as the pack is not shown. Ethical issues aside, you have to admit this intensely intricate :15 from JWT and Buenos Aires CG masters Lumbre for Dji Sam Soe Super Premium cigarettes sure is pretty.

Lumbre: “[JWT] came to us with a straightforward idea they wanted to bring to life. The brief described several layers of protection that finally reveal the precious Dji Sam Soe logo.

“Dji Sam Soe means Two Three Four, the sum of which is nine, and is a lucky number. Try to see how many hidden twos, threes, fours, and nines you can find in the piece. This piece simultaneously premiered on nine different Indonesian television channels.”

Check out the making-of here.

Client: J. Walter Thompson
Ivan Wibowo – Chief Creative Officer
Shinta Prasethyo – Head of Design
Melvin Christian – Designer
Arsyad Dede – Copywriter
Yutha Oktavina (not Octavina) – Executive Producer
Cindy Agustia – Producer
Music by Fuse adventures in Audio

Creative Director: Sergio Saleh

Executive Producer: Pablo Encabo

Art Director LUMBRE: Adriana Campos
Producer: Fatima Requena

Account Manager: Jeff Keisel
Art Directors: José Cambariere, Andy Cambiasso
3D Lead Animation: José Cambariere, Julián Cooke
3D Animation: Julián Cooke, Damian Stricker, José Cambariere
Composition: Julián Cooke

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