Winston: Permission to Relax
A game-changing collaboration that pushed the boundaries of experiential.
Permission to Relax was a platform of premium summer events, conceived as the experiential component of a 360° campaign to introduce Winston Cigarettes to Millennial smokers in Santo Domingo. This program was executed in collaboration with Shaveurlegz, a groundbreaking local production company that became instantly known for the unmatched quality of their events and parties. This strategic partnership provided access to top talent and facilitated the participation of other brands, guaranteeing incremental budget for production.
Permission to Relax ignited the Summer of 2017 with a series of terrace/rooftop parties hosted at the newest, hottest spots in Santo Domingo. With international musicians and DJs as headliners and an upscale ambiance, this experience reached levels of sophistication never-before seen for brand activations of its kind.
Permission to Relax provided the perfect setting to encourage product trial. With our tasting programs, Winston introduced their selection of flavors to Dominican smokers, giving partygoers their first taste of the brand’s promise: quality on another level.
Permission to Relax was an unprecedented success, earning free press and organic brand presence across social media. The performance of this platform was so outstanding, that Japan Tobacco International (JTI) decided to repurpose the concept to introduce a second brand to the Dominican market: Camel Cigarettes.
As part of the collaboration agreement, Shaveurlegz was granted full ownership of the event’s concept and brand. Four years later, Permission to Relax parties keep drawing crowds and winning the support of many other brands.
