From Cigarwise:

A “trailblazer” in the often stodgy cigar business, Helix® is taking a quantum leap away from traditional cigar advertising with its “Art” campaign which will present artistic interpretations of cigar-inspired lifestyle themes.

“The campaign currently features contributions from three artists, including Erni Vales, an internationally renowned artist whose work in graffiti has appeared in numerous films and was featured in the last season of “The Apprentice;” and from British-born Michael Crampton, who has been commissioned by The (Clinton Administration) White House, 1996 Olympic Committee, and Budweiser, among others. Paul N. Grech, a celebrated burgeoning artist from New Jersey, also designed an ad for the campaign.

“Each artist was briefed on the Helix brand, and was asked to develop artwork around one of three themes: CELEBRATE, SUCCESS, SOCIALIZE. Ads were designed to be applicable to either 1/3 or full-page ads.

“According to Whit Beebe, director of marketing for Helix cigars, “The Helix Art campaign is a complete departure from traditional cigar advertising. This made the best sense for Helix, which is a brand that has always marched to a different drummer. We’re confident that these three executions, which we hope will be the first of many, will pique the interest of 25-40 year old cigar-smoking consumers.”

“Produced by Brad Hajart, in-house creative director for General Cigar, the campaign will break in the August issue of Details and Giant magazines and will feature Crampton’s interpretation of SOCIALIZE. A total of eight placements, including those in Maxim and FHM, will run through November, 2005 in men’s lifestyle magazines. Campaign executions are expected to run in the first quarter of 2006, although a schedule has not yet been established.

“Best known for his work which evokes the romance of posters from an earlier time, Crampton illustrates the confident flirtation between a cool cigar smoker and an attractive lady, as his interpretation of SOCIALIZE.

“Grech’s painting illustrates SUCCESS by using a collage of images that chronicle a main character’s daydream of success, which spurs him to set out to make his dream a reality.

“Vales’ contribution to the campaign is still in development; however, the A-list artist alludes to utilizing the look of his signature style, 3-D graffiti, to interpret the theme of CELEBRATE. His Helix Art ad will debut in 2006.

“Known for bucking cigar trends, Helix first captured attention in 2002 when the brand debuted with a mild-tasting, moderately-priced cigar, at a time when Cigar Aficionado magazine, THE arbiter on all things cigar, was only awarding more expensive, full-bodied cigars with strong ratings.

“Helix’s packaging also made a bold statement out of the chute by defying an industry taboo. The handcrafted Honduran cigars debuted in a blue box, which, at that time, was seen as a recipe for disaster in cigar marketing, for premium cigar marketing mores equated the use of reds, yellows and golds, with success at the consumer level.

“Helix cigars are handcrafted in Honduras and are available at fine tobacconists nationwide. Suggested retail prices for Helix cigars which come in eight sizes in both natural and Maduro wrappers, range from $2.95 to $4.80 per cigar. ”