truth gif.gif

truth – Unsweetened Truth

360 integrated campaign

Why do tobacco companies make a deadly product in over 45 candy flavors? To answer that question, my art director, Corey Favier, and I wrote a song, came up with a stunt, and an integrated campaign flowed from there.

Awards: AICP, Bronze Effie, London International Awards Silver

Digital lets kids meet the performers. Video segments called "A Day in the Life" show
how everyday tasks that we take for granted– eating, brushing your teeth– aren't so easy anymore.

Facebook Q&A
People featured in the spot answered questions about their tobacco related disease and how their life has changed.