Gustavs
Skenderscreator of circumstances
I am a creative with a personal approach, and always connecting the otherwise unseen dots, I bring an analytical, yet emotional touch to my projects.
With a technical and extensive background in photography, I have since moved on to more conceptual work, both in the realm of advertising, as well as beyond, through performance, video, and poetry, which I have explored during my studies at the Willem de Kooning academy in Rotterdam, Netherlands.
I create circumstances. Whether the energy I bring to a brainstorming session, or performing to tell a story about loving myself, or a brand activation that brings people together, it's all about those circumstances.
Together with Joris Voeten, we form Voesken.
Email: gustavs.skenders@gmail.com
Instagram MARLBORO x DISCORDDOC 234—34/2
Concept, copy: Gustavs Skenders
*mock campaignIn 2030, essentially all tobacco advertising has already been banned for decades, but now, the industry is further dying at the hands of countries such as the United Kingdom, introducing the first “smoke-less generation”, that is not even allowed to buy cigarettes anymore, being born after a certain date.
Brands such as Marlboro, that have had legendary campaigns in the past with Marlboro Man, now face a challenge on how to position themselves in this world where their product becomes oppressed.
The Marlboro x Discord collaboration focuses on a very improtant intrinsic value of smoking - socialising. In each special edition Marlboro pack purchased, half of the cigarettes are replaced by a Discord voice chat code, which, by entering the code, you can join for exactly 5 minutes, no more, no less, and talk to a random selection of other smokers from all around the world.
Launching in Germany as a billboard campaign (tobacco advertising on billboards in Germany is still legal), and internationally without any other advertising, with the tagline: “It was always about the people.”