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.