TUMBLR TAKEOVER
/ Social /
Teens hang out on tumblr and are inundated with imagery that glamorizes cigarettes.
So we created hundreds of posts to blow some smoke back at cigarettes.
FDA
ANTISMOKING
FDA DEPICTS THE BIG BAD WOLF AS A TROUBLED SMOKER
/ CINEMA /
ECD: Gary Resch, CD/AD: Lim Win, CD/CW: Justin Chen, AD: James Meiser, CW: Cecile Robertshaw
STRAW CITY
FDA CREATES XBOX GAME TO WARN TEENS FROM USING TOBACCO
/ XBOX GAME AND SOCIAL CAMPAIGN /
ECD: Gary Resch, CD/AD: Liem Win, CD/CW: Justin Chen, AD: Akos Papp, James Meiser, CW: Laszlo Szloboda, Cecile Robertshaw
We used the fact that 3 out of 4 teens who smoke become addicted... so in the game 4 people enter but only One Leaves.
We created a creepy game trailer and social content to push out the game out into the world.
ONE LEAVES
When people clicked the social posts, it initiated an immersive mobile experience.
FDA LAUNCHES ANTI-SMOKING TRAGICOMEDY SERIES CALLED 'LITTLE LUNGS IN A GREAT BIG WORLD'
/ SOCIAL CAMPAIGN /
ECD: Gary Resch, CD/AD: Lim Win, CD/CW: Justin Chen, AD: Jillian Dresser and James Meiser, CW: Mark Radcliffe and Cecile Robertshaw
SNOWBOARDING
BIRTHDAY
CIGARETTES HACK INTO TEENS' BRAINS IN NEW FDA CAMPAIGN
HACKED
/ TV AND SOCIAL CAMPAIGN /
ECD: Gary Resch, CD/AD: Lim Win, CD/CW: Justin Chen, AD: Akos Pap, CW: Laszlo Szloboda
Our message broke through on Sound Cloud with "hacked" versions of popular songs.
The songs started out like normal but would lead to incessant coughing and smoke break interruptions.
FDA WANTS TEENS TO #RUNLIKEHELL WHEN THEY SEE CIGARETTES
/ SOCIAL AND MOBILE CAMPAIGN /
ECD: Gary Resch, ACD/AD: Lim Win, ACD/CW: Eva Schneider
RUN LIKE HELL
RUN LIKE HELL KIOSK
FDA CREATES MATCHBOOKS THAT DETER SMOKERS FROM SMOKING
/ INSTORE PROMO /
CD/AD: Lim Win, AD: Manuel Aleman
FDA CREATES GRAPHIC POSTERS TO SHOW WHAT'S INSIDE EACH CIGARETTE
/ POSTER CAMPAIGN /
ECD: Gary Resch, CD/AD: Lim Win, AD: Akos Papp and James Meiser, CW: Laszlo Szloboda and Cecile Robertshaw
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