Four Square Cigarettes - Club Promotion
Kingsize Memories: Photography Contest

Four Square. Four events. All kingsize!

Four Square sponsored a series of four events created by Ogilvy & Mather Promotional Campaigns to enhance the image/trigger purchase and usage of Four Square cigarettes among members of clubs. Since advertising of cigarettes is not permitted, the brand associates itself with imagery that is "kingsize", larger than life, which also recalls the Kingsize length of Four Square Kings. Each event was branded "kingsize", to trigger brand association: Kingsize Moves (life-sized Noughts and Crosses and a Giant Jigsaw), Kingsize Memories (Photography Contest), Kingsize Quest (Treasure Hunt and Stake-out), Kingsize Hours (Dinner and Dance).

Below is a direct mailer/take-one (rack card) directed at club members. Dates and schedules were filled in by hand. Special stationery with the name of the event was also printed for the Clubs to type their own letters and publicise the event to their members. Posters were printed with a single poster "frame" using the Four Square red colour and logo, while dates and venues were calligraphed by hand to allow flexibility from club to club while achieving uniformity in look. The graphics used in the mailers were made into stickers which were pasted on the posters to customise them for the specific events.