Executive Order No. 26 or the smoke-free environments bill was clearly a problem for any cigarette brand seeking to claim a place in the Philippine tobacco market. With a total smoking ban in public places except in Designated Smoking Areas (DSA), we saw an opportunity for our JTI clients right there. Our solution: branded DSAs designed for both function and aesthetics, safe havens for smokers and non-smokers alike that are also omni-channel communication hubs complete with product kiosks. To date, we have built over 50 DSAs all over the country and even snagged 2 awards at the 2021 Philippine Marketing Excellence Awards.