If an ashtray could talk what would it say?
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Winner of 2017 RX Video of Excellence Award.
For one week each year, the American Cancer Society Cancer Action Network of New York (ACSCAN) promotes a NY Quit Week. For 2016, ACSCAN wanted to bolster their efforts in an insight-driven and compelling way that educated smokers and increased awareness for the weeklong event.
Our idea was to disguise a local New York insult comic as a talking ashtray. Alongside the comic, we created a persona for the ashtray. A backstory of hardship, a mouth that slaps, a keen nose for BS and aspirations that hinge on less smoking.
The one-day live event directly engaged over 200 smokers. The video of event footage received over 25,000 views in 2 days. Traffic to nysmokefree.com jumped nearly 700% above its average. People pledged to quit, a woman promised to make sure her husband quit, and one gentleman even destroyed the last of his pack. Well, we’re hopiung its his last pack.
Living with short bowel syndrome (SBS) is impossible to understand. The day to day struggles are exhaustive. Hours after hours of parenteral support (PS) is required to stay alive day in and day out. To help those in need learn about GATTEX—a truly transformative treatment—we had to break through the isolation by helping patients understand what is possible.
Every scar tells a story. For those with SBS, this is especially true. They are true warriors and these are their rites of passage. By telling the stories of real patients, we challenged the way others with SBS think about themselves and what they can accomplish. Each ambassador chose a hashtag that represented their warrior mentality. The hashtag approach was used across engagement to help patients identify as warriors and create their mantra.
Hearing from patients how this campaign made them feel was one of my proudest moments in advertising. Many were eager to connect with others in the community who might also benefit from GATTEX.
As a long-standing brand’s reputation was being challenged we decided to focus on what many people tend to forget. As a native New Hampshirite I was glad to have this as one of my first assignments.
As the urgent care market grows more and more crowded we focused on a simple executions to make our point—without fail, something is bound to happen. That's why CityMD is always here to help.
Do you need tastebuds to enjoy Twizzlers? No. More than a quick treat Twizzlers are building blocks for creativity. What’s in every bag is up to you. Have fun with it.
