UNDO
Social smoking
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“Never just a smoke” campaign focuses on the distorted perception that young people who smoke socially do not consider themselves smokers — and do not realize the harmfulness of their habit. We stripped away the excuses used to defend social smoking and paired them with alarming stats that would hopefully trigger a moment of self-realization.
Role: Art Director and Designer / Creative Director: Anne Elisco-Lemme / Photographer: Pari Dukovic
Part of the media buy included posters and coasters inside of bars — very relevant to the target who would likely engage in social smoking when out drinking with their friends.
We also made animated projections that were displayed in Los Angeles, San Francisco, San Diego and Sacramento, targeted in prime night life scenes.