REYNOLDS American over the years has shifted its rally cry to “A BETTER TOMORROW” — striving in all that they do to leave a better place than there was yesterday. With that in mind, REYNOLDS American had developed a proprietary SAP system that connects and standardizes the procedures and operations for all arms of the business.

During the stages of development, a negative reputation of the system grew among employees for various reasons. The launch of the system was approaching quickly and it was imperative that the rollout was a success.

We were tasked to overcome the unfavorable notions while also generating awareness and drumming up excitement of the impending rollout.

A BETTER TOMORROW Production

To create excitement and buzz, we promoted the rollout as a summer blockbuster in which REYNOLDS American employees are the stars.

Borrowing from the popular “coming soon” and “now playing” conventions of movie advertising, “A BETTER TOMORROW Production” gave us a powerful platform to express gratitude and communicate that the entire system had been carefully designed with employees—and A BETTER TOMORROW—in mind.

Visually, we utilized familiar theatrical promotional structures and developed a functional design system to repeat and produce expeditiously.