truth
How do you get teens to quit smoking?
Their pets.
Fact: Pets are twice as likely to get cancer if their owner smokes.
So we created a truly weird and compelling campaign around this powerful piece of data. Prepare yourself for CATmageddon.
Before there was AI, we had to personally scour the internet for four months to create our UGC-inspired spot. At one point, I could confidently say I had seen every cat video in recorded human history. Anyways, it premiered during the Grammys to great fanfare.
We amplified our message across social by partnering with the biggest petfluencers in the game including, Aaron’s Animals, who created an original short film, Epic Cat House Party. Told you this campaign was weird.
We also partnered with Petco to create bespoke swag that influencers shared on social, and was shoppible by the audience.
truth x Kevin Lyons
End teen smoking, but make it fashion.
This was a fun one. We partnered Vans Footwear & legendary street artist, Kevin Lyons to create a bespoke sneaker, social activation and public mural right in the heart of big tobacco country as a bit of a friendly eff you.
Team - 72&Sunny, Mindy Benner, Tatchie Blois-Green, Kevin Lyons, Beau Unruh, Allbriton Robbins, Matt Garcia, Drew Burton, Ann Parker, Sandra Hagblom, Diana Pam, Justin Hooper, Mick DiMaria