truth: Unsweetend truth TV
For years, Big Tobacco has stuck to its guns saying it does not market to kids. Which is weird since they still make tobacco products in over 45 different candy flavors. So to remind teens there is no way Big Tobacco is marketing to them (wink, wink), we created the Unsweetened truth campaign.
We also followed the daily routine of our six singers. The end result was acollection of twenty-two intimate online documentary shorts.
We also created rich-media banners that gave kids the chance to talk directly with our singers. And in turn, have our singers respond.