We the People—the first three words of the U.S. Constitution—becomes the new brand signature, reflecting Marlboro Classics’ desire to share with customers the same passions, desires, and emotions. The campaign is a journey through contemporary American popular culture, revisiting and updating the brand’s origins with rare and precious elements not to be lost. Seven portraits of real people tell seven stories about what truly matters in life and cannot be forgotten. Kitchen Stories led the creative concept for the entire campaign, producing all content and adapting it for social media channels.
Director and photographer: Pierluca De Carlo
