THE OFFICIAL

RIZLA GAME

WINA FESTIVAL | BRONZE FOR DIRECT (LOYALTY)

THE BACKGROUND

For decades, Rizla has been one of the UK’s most iconic brands — born from counterculture and organically shaping a community that thrives on rebellion, creativity, and positivity.

THE opportunity

Through social listening and audience research, we discovered that people in the UK have been using Rizla for years to play a unique word-guessing game they call 'The Rizla Game.' In this game, players write a word on a Rizla paper, stick it to their friend's forehead, and let them ask questions until they guess the word correctly.

THE idea

Instead of creating something new, we celebrated what the audience had already built. We made the Rizla Game official, a limited edition that turned a grassroots ritual into a branded experience. With a sleek design, eight themed categories, and pre-printed words on the papers, we made playing easier while keeping the spontaneity alive. The game was sold online and in select stores, expanding beyond tobacco shops to reach a wider audience. The entire campaign was 100% organic, driven solely by social media and community engagement, proving that when a brand embraces culture, the audience amplifies it. What started as an underground tradition quickly became a sought-after collector's item, reinforcing Rizla's place in British social culture.

the case