Caitlin Gillis (BBDO Toronto)
e: Nancy.Crimi-Lamanna@bbdo.ca / Deborah.Prenger@bbdo.ca
Ad Agency: BBDO Toronto SVP, Executive Creative Director : Peter Ignazi, Carlos Moreno VP, Associate Creative Director : Nancy Crimi-Lamanna, Deborah Prenger Writer: Nancy Crimi-Lamanna Writer : Tony Lee Art Direction: Deborah Prenger Agency Producer: Dena Thompson Production Company: Soft Citizen Production Co. Executive : Link York Production Co. Producer : Kelly King Director : The Perlorian Brothers Cinematographer : Bobby Shore Editing Company : PosterBoy Edit Editor : Griff Henderson, Brian Williams Music/Sound: Silent Joe VP, Group Account Director : Peter Hickey Account Director: Paul Forrest Client: Ministry of Health and Long-Term Care Account Director: Kerri Macaulay
The government of Ontario decided they could save lives and health care money if they could get social smokers to quit before they got addicted. There was just one problem.How do you convince someone to stop doing something they won’t admit they’re doing? After all, they weren’t smoking. They were “social” smoking. We took away their social safe place, using humour to show how ridiculous using the word “social” to justify smoking really was.