Teens just love (?) being told what to do by authority figures. They’re also tricky to reach. They’re like kids in a candy store when it comes to the internet, picking and choosing what they want to pay attention to for a few minutes, from a vast array of choices. Any ad agency with a PSA campaign aimed at nearly-adults has a mighty challenge on its hands.
The US Food & Drug Administration gave its no smoking campaign to FCB New York. That seems to have turned out to be a rather clever choice. The agency has created a series of five stop-motion animated films – featuring the black humour that teens do love – starring a pair of lungs called Little Lungs. In each film the little lungs, that failed to grow because of smoking, suffer horrible misfortune because they’re too little and weak to do what their friends can.
The films are packaged together in a campaign called The Real Cost and the digital campaign will target teens in places like YouTube, Facebook, Snapchat and Instagram. The campaign will aim to reach at-risk teens in particular, from lower socioeconomic groups with less education whose lifestyles are less disciplined.
“What Little Lungs lacks in respiratory capacity, he makes up for in spades with lovability, craftily delivering his message about the dangers of teenage smoking by packaging them in a very entertaining animated content series,” noted Ari Halper, FCB New York chief creative officer.
Agency: FCB New York
Chief creative officer: Ari Halper
Executive creative director: Gary Resch
Creative directors: Liem Nguyen & Justin Chen
Art director: James Meiser,
Copywriter: Cecile Robertshaw
Executive producer: Stacy Flaum
Business manager: Pamela MacGillivray
Account directors: Dimas Adiwiyoto & Earl Adams
Account supervisors: Mallika Rao & Jared Shell
Strategy director: Mark Hall
Production company: Hornet
Director: Peter Sluszka
Music: We Are Walker