Ontario Ministry Of Health And Long-term Care: SOCIAL SMOKING CAMPAIGN

Credits & Description:

Advertiser: MINISTRY OF HEALTH AND LONG-TERM CARE
Agency: BBDO TORONTO, PROXIMITY CANADA
Category: Best Digitally Led Integrated Campaign
Advertising campaign: SOCIAL SMOKING CAMPAIGN
Vp/Associate Creative Direction: Dave Stevenson (BBDO Toronto/Proximity Canada)
Agency Producer: Dena Thompson (BBDO Toronto/Proximity Canada)
Agency Producer: Jason Dick (BBDO Toronto/Proximity Canada)
Cinematographer: Bobby Shore
Agency Producer: Joanne Sincich (BBDO Toronto/Proximity Canada)
Editor: Brian Williams (Posterboy Edit)
Art Direction: Deborah Prenger (BBDO Toronto/Proximity Canada)
Vp/Associate Creative Direction: Nancy Crimi-Lamanna (BBDO Toronto/Proximity Canada)
Writer: Nancy Crimi-Lamanna (BBDO Toronto/Proximity Canada)
Account Executive: Josh Adler (Proximity Canada)
Writer: Richard Weiser (BBDO Toronto/Proximity Canada)
Account Director: Kerri Macaulay (BBDO Toronto)
Writer: Lins Ricon (BBDO Toronto/Proximity Canada)
Account Director: Paul Forrest (BBDO Toronto)
Brand Activation Strategist: Paul Hanlan (Proximity Canada)
Svp/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Senior Flash Developer: Angela Wong (Proximity Canada)
Svp/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Art Direction: Eric Cicero (BBDO Toronto/Proximity Canada)
Writer: Jonathan Weiss (BBDO Toronto/Proximity Canada)
Production Co. Producer: Kelly King (Soft Citizen)
Production Co. Executive: Link York (Soft Citizen)
Vp/Group Account Director: Peter Hickey (BBDO Toronto)
Interface Developer: Robert Blayney (Proximity Canada)
Vp/Associate Creative Direction: Deborah Prenger (BBDO Toronto/Proximity Canada)
Art Direction: Graham Ameron (BBDO Toronto/Proximity Canada)
Editor: Griff Henderson (Posterboy Edit)
Community Moderator: Stephanie Fusco (Proximity Canada)
Art Direction: Stuart Thursby (BBDO Toronto/Proximity Canada)
Writer: Tony Lee (BBDO Toronto/Proximity Canada)

Brief Explanation
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.