CLIENT:
QUIT
BRIEF:
Shock smokers, young and old, into giving up – with a powerful message on World No Tobacco Day.
INSIGHT:
“One person dies every 6 seconds due to tobacco” – World Health Organisation
IDEA:
Vine, with its 6 second looping videos, was the perfect medium for this simple, hard-hitting fact. Three Vines were made, one for each major smoker demographic. Each a chilling demonstration of how often – and how many – smoking kills.
RESULTS:
In the first 3 weeks: 142K Likes, 73K Revines, 11.3K Vine followers, 19K Tweet mentions, $423,661 in earned media.
AWARDS (6):
W3 Awards – 1 Gold & 1 Silver (2014), Caples – Bronze (2014), One Show – 2x In-Book (2015), Webby Awards – People’s Voice (2015)