Advertiser: MINISTRY OF HEALTH AND LONG-TERM CARE
Agency: BBDO TORONTO
Category: Short Format Internet Film
Advertising campaign: SOCIAL NIBBLER
Cinematographer: Bobby Shore
Other Credits: Casting: Shasta Lutz
Editor: Brian Williams
Editor: Griff Henderson
Other Credits: Jigsaw Casting
Producer: Kelly King
Producer: Link York
Copywriter: Nancy Crimi-Lamanna
Creative Director: Nancy Crimi-Lamanna
Account Manager: Paul Forrest
Executive Creative Director: Peter Ignazi
Sound Design/Arrangement: Silent Joe
Art Director: Deborah Prenger
Creative Director: Deborah Prenger
Agency Producer: Dena Thompson
Executive Creative Director: Carlos Moreno
Account Supervisor: Kerri Macaulay
Account Supervisor: Peter Hickey
Editing Company: Posterboy Edit
Copywriter: Tony Lee
Director: The Perlorian Brothers
Brief Explanation
The government of Ontario decided they could save tons of lives and healthcare money 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.