Youth Anti-Smoking Campaign - "What's Your Excuse"

Watson Richmond, 美国

6330

品牌: Youth Anti-Smoking Campaign
国家: 美国

广告主: Virginia Tobacco Settlement Foundation

标题	What's Your Excuse
广告公司	Watson
广告战役	What's Your Excuse
广告主	Virginia Tobacco Settlement Foundation
品牌	Youth Anti-Smoking Campaign
Posted	12月 2002
行业领域	反对吸毒、酗酒及吸烟讯息
广告口号	Can Anybody Tell Us Why Smoking Isn't Stupid?
剧情简介	A woman opens her back door and calls "Bennett" for dinner. But alas, Bennett, who happens to be a dog, is busy sneaking a smoke. After taking a deep drag off of his cigarette, he looks at the camera, and says, "Hey, Im a dog. Whats your excuse?"
哲学	WORK, Inc., in partnership VTSF, embarked on one of the largest youth research and strategic efforts in Virginia history. The goal of the research was to inform the message development and creative process, while maintaining cultural currency by involving Virginia youth at every step. And in the end, it was clear that one positioning statement stood out from all the rest: Smoking sounds stupid, and you can choose not to be. In order to combat the rising problem, the advertising must first create awareness around the message to produce a change in the attitudes and beliefs about smoking among tweens/teen 10-17 leading to a reduction in the incidence of trial and use as they grow older. To date we are off to a great start with a 58% awareness level after a mere six months.
问题	Underage smoking is a significant problem both nationally and in Virginia, with 70% of high school students having tried smoking. Virginia teens believe this number is only on the rise. Thus, WORK, Inc. was challenged by the VTSF to reduce this trend by delivering a strategic, hip, kid-friendly campaign.
媒体类别	电视
长度	30 seconds
市场	美国
执行创意总监	Cabell Harris
美术指导	Cabell Harris
文案	Steve Covert
导演	David Shane
制作公司制片	Sunderland Procter
广告公司制片	Betsy Barnum-Hicks
剪辑师	Dave Koza
客户总监	Whitney Snyder
制作公司	Hungry Man