Palermo Menthol

Concept

The launch site has one job —introducing a new variety— and it does it without a single transition screen: you walk in and the product is already there, alone, in the middle of a white screen. The whole design decision is in how that object is treated: the pack is not photographed clean, it is covered in beads of water with ice crystals and leaves stuck to it, as if it had just come out of a bucket. That does the work of the word "menthol" without writing it anywhere, and it does it in the first tenth of a second.

The rest of the site is a complete campaign index, ordered by medium: Box shows the pack in three dimensions; info is the launch copy; Avisos pages through the six press ads one by one; Tv puts the commercial inside a drawn television set; Radio puts the spots inside an illustrated player with headphones. Each medium gets its own object: the ad is a page, the spot is a television, the radio cut is an mp3. There is no list of links: there are devices.

And the section that sets it apart from an ordinary product site is Mint Nights, which is not advertising but a calendar: themed nights at Aquaroom, with the dates and the artists set like a flyer, and behind each date the photographs from that night. A product launch ends up being an events calendar with its own photographic archive.