Cannes Lions

TOBACCO FREE FLORIDA

ALMA DDB, Miami / TOBACCO FREE FLORIDA / 2014

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Overview

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Credits

Overview

Description

Big Tobacco targets teens as replacement smokers with candy-flavored products. We needed to find a way to reach a younger target by making them aware of what’s coming their way and equip them with the knowledge they need in order to avoid smoking.

Our goal: to convince them that all cigarettes are toxic. We decided that the best way to continue raising awareness of the health implications of tobacco was to utilize highly stylized illustrations that depicted the reality of the hidden dangers of tobacco beyond the common known health consequences, such as cancer.

Execution

After coming up with the concept “Unseen Dangers”, we wanted to create visual metaphors to showcase the hidden dangers of tobacco. We decided to use illustration, since our target were middle and high school students, but we knew from the beginning that it needed to be something visually impactful, modern, not childish (like most illustrations targeted to kids) and with a bit of a “dark side”. Red Nose Studio style was the perfect match.

Outcome

Increased awareness of the true dangers of tobacco to middle school and high school students in Florida. And increased traffic to the prevention page of tobaccofreeflorida.com.

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6 items

1 Cannes Lions Award
The Reasons

ALMA DDB, Miami

The Reasons

2018, TOBACCO FREE FLORIDA

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