Advertiser: MINISTRY OF HEALTH AND LONG-TERM CARE
Agency: BBDO TORONTO
Category: Short Format Internet Film
Advertising campaign: FARTER QUITS
Cinematographer: Bobby Shore
Editor: Brian Williams
Executive Creative Director: Carlos Moreno
Creative Director: Deborah Prenger
Agency Producer: Dena Thompson
Producer: Kelly King
Account Supervisor: Kerri Macaulay
Account Supervisor: Peter Hickey
Executive Creative Director: Peter Ignazi
Director: The Perlorian Brothers
Other Credits: Casting: Shasta Lutz
Art Director: Deborah Prenger
Other Credits: Jigsaw Casting
Editor: Griff Henderson
Producer: Link York
Copywriter: Nancy Crimi-Lamanna
Creative Director: Nancy Crimi-Lamanna
Account Manager: Paul Forrest
Editing Company: Posterboy Edit
Sound Design/Arrangement: Silent Joe
Brief Explanation
The government of Ontario decided they could save tons of lives and health caremoney if they could get social smokers to quit before they got addicted.Makes sense as over 60% of social smokers eventually become smokers.Strangely, no anti-smoking campaign had ever tackled this key intervention moment. There was just one problem. How do you convince someone to stop doing something they won’t admit they’re even doing? After all, they weren't smoking. They were “social” smoking. Our campaign took away their social safe place by using humorous analogies to show how ridiculous using the word “social” to justify smoking really was.