A premium direct mail experience created to engage, reward and connect. This B2B campaign for Benson & Hedges explored four creative routes, with Route 4 ultimately chosen for its clarity, impact and sense of refinement. The final execution combined tailored messaging with a playful yet considered structural concept that quite literally put the new packaging centre stage. By physically integrating packs from the new range, the piece became a tactile, high-end experience — fun to explore while staying true to the brand’s distinctive quality and strengthening long-term business relationships.
ROUTE 1
Route 2
Route 3
Route 4
