Every competing cigarette holder uses a single cotton layer 1st generation technology largely unchanged since the 1990s
The brand competes on reputation rather than innovation
For a variety of reasons (market dictates, pressure to conform to Mainland censorship policies, the collapse of the studio systems, competition from Korean, Taiwanese, Japanese, and Southeast Asian cinema, as well as Hollywood imports, the failure of new generations of on-screen and behind-the-scenes talent to replicate the success and originality of previous generations) the Hong Kong cinema is not what it used to be, and it likely never will be again
The campaign was created by integrated brand communications agency 438 Marketing, based in Knutsford, Cheshire
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