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Social Smoking Campaign

Integrated Campaign

2013

Caitlin Gillis (BBDO Toronto)
t: 416-972-1505
e: Nancy.Crimi-Lamanna@bbdo.ca / Deborah.Prenger@bbdo.ca

Ad Agency: BBDO Toronto / Proximity Canada Client: Ministry of Health and Long-Term Care SVP, Executive Creative Director: Peter Ignazi, Carlos Moreno VP, Associate Creative Director: Deborah Prenger, Nancy Crimi-Lamanna, Dave Stevenson Copywriting: Nancy Crimi-Lamanna, Tony Lee, Jonathan Weiss, Lins Ricon, Richard Weiser Art Direction: Deborah Prenger, Graham Ameron, Stuart Thursby, Eric Cicero Agency Producer: Dena Thompson, Jason Dick, Joanne Sincich Production Company: Soft Citizen Production Co. Executive : Link York Production Co. Producer: Kelly King Director: The Perlorian Brothers Cinematographer: Bobby Shore Editing House: PosterBoy Edit Editor : Griff Henderson Editor: Brian Williams Music/Sound: Silent Joe VP, Group Account Director : Peter Hickey Account Director: Kerri Macaulay, Paul Forrest Account Executive: Josh Adler Interface Developer: Robert Blayney Senior Flash Developer: Angela Wong Brand Activation Strategist: Paul Hanlan Community Moderator: Stephanie Fusco

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.

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