​

Preventing youth tobacco usage through positive campaigning.

​

​

・THE BRIEF: Develop a campaign with National Tobacco Campaign that uses positive emotional appeal.

​

・THE AUDIENCE: Early teens to mid-twenties who are regular smokers or might consider smoking from external pressures.

​

・OUR INSIGHT: The benefits of not smoking cultivate an appreciation for life. These outweigh the negative implications and few moments of euphoria from tobacco intake.

 

・OUR SOLUTION: What Quitting Feels Like: Embracing Youth is a national campaign that has manifested in the form of targeted digital marketing, strategic out of home placements, and a TVC that communicates an appreciation for the little things in life that override the use of a cigarette.

​

Case Study

​

​