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

fin

Matchstick Minds c r e a t i v e c o r p s dadaspeaks@gmail.com