Brief

RJ Reynolds International is launching an estimated 40m pan-European push through McCann-Erickson for its Camel cigarette brand. The push will run in more than seven countries. An amended version will be used in the UK where tighter restrictions exist and where Camel holds less than one per cent share. The new work is a departure from previous Camel campaigns which concentrated on adventures in rugged outdoor settings and often featured its clothing range. Such campaigns were deemed ‘less and less relevant’ according to one source.