…In its teen audience. 72andSunny is helping The American Legacy Foundation eradicate “aspirational” images of people smoking.
72and Sunny’s anti-smoking campaign for Truth (an offshoot of US anti-tobacco foundation, The American Legacy Foundation) was launched during the MTV Video Music Awards. Clever media strategy, yes?
Clever, too, was the creative. Firstly, it shows how celebrities like Orlando Bloom, Rihanna, Robert Pattinson and Kate Moss are being used as unpaid endorsers of smoking for Big Tobacco.
A follow-up ad explains the story and the aim of the campaign: to eradicate teen smoking.
The campaign leads teens to a site called Erase and Replace, where they can alter social media images of people in hilarious ways to remove the cigarettes they are smoking, replacing them with fun content that the site provides.
Creative credits:
Agency: 72andSunny
Chief creative officer Glenn Cole
Group creative directors Justin Hooper & Mick DiMaria
Lead designer Allbriton Robbins
Lead writer Beau Unruh
Chief production officer Tom Dunlap
Director of film production Sam Baerwald
Designer: Sarah Herron (Interactive)
Writer: Rebecca Ullman (Interactive)
Director of Interactive Production: Heather Wischmann (Interactive)
Interactive Executive Producer: Daniel Laiblin (Interactive)
Editing: Scott Culver @ 72andSunny Studio
VFX: 72andSunny Studio
Telecine: MPC LA
Audio: LIME
Art Production Company: Joy Asbury Productions
Production Company: B-Reel