This category will honor those efforts that successfully communicate to teens or young adults.
After years of decline, smoking was being renormalized among teens. While young people know the dangers of regular smoking, many were social smokers who considered this not real smoking and were broadcasting their actions across the Insta-nation at scale, unwittingly helping Big Tobacco recruit the next generation of smokers. Realizing the only way to reverse this trend was leveraging our targets enormous social influence, we reinvented truth as a modern revolution to activate teens who dont smoke to band together to become the generation that ends smoking to FINISH IT."
Brand: Truth Initiative
Client: Truth Initiative
Free Killer Tan
Despite awareness of the link between indoor tanning and melanoma, millions of young American women ages 18-24 indoor tan every year. To break through to them, we created a fake indoor tanning salon offering a Free Killer Tan. Once inside, unsuspecting customers got a seat at their own funeralwhich included a personalized R.I.P sign and a tanning-bed casket. Everything was captured and shared via online video. The results: 1 million plays on Youtube and Facebook respectively (each exceeding goal by 10x), with more than 90% of views reaching our target audience.
Brand: Mollies Fund
Client: Mollies Fund
Agency: Area 23