The subject of this festival entry is “World of Pleasure”, an integral part of Japan Tobacco International’s cross-media campaign for the strategic repositioning of its brand Camel. World of Pleasure is a platform featuring both an online community and a contest which offers 15 winning teams consisting of three friends the chance to travel for 90 days to the country or region of their choice and discover “pleasure moments” around the world and document how people from other cultures experience them. The World of Pleasure website actively supports the travelling teams and community building via innovative online tools (chats, forums, avatar, user search, instant messenger, etc.) This, in turn, strengthens the positioning of the brand Camel over the long term by creating public awareness.The target group of the website consists of young adult smokers who are German residents aged 18 and over interested in current internet technology and adventure travel to exotic locations. Although users are required to be smokers, smoking is not a central theme of the platform; indeed the word cigarette does not appear anywhere on the website.