Creative Director
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Truth | Brand Relaunch: Finish It

FINISH IT CAMPAIGN

AFTER A LONG HIATUS, WE RELAUNCHED THE TRUTH BRAND WITH A RENEWED PURPOSE AND AN AMBITIOUS GOAL:
BE THE GENERATION TO END SMOKING

AT THE TIME, ONLY 9% OF TEENS SMOKED. BUT OUR FOCUS WAS ON THE 91% OF TEENS WHO DIDN’T SMOKE AND EMPOWERING THEM TO MAKE THE FIGHT THEIR OWN AND #FINISHIT.

WE STARTED OUT BY ANNOUNCING OUR MISSION TO THESE FINISHERS WITH A RALLYING CRY AND GAVE THEM A DESTINATION TO PARTICIPATE — A BRAND NEW WEBSITE AT THETRUTH.COM.

WE FOLLOWED THAT UP BY DROPPING A BOMB IN CULTURE THAT CHALLENGED PERCEPTIONS ABOUT SMOKING AND HIJACKED THE VMAS ON MTV, CALLING OUT SMOKING CELEBS AS UNPAID TOBACCO SPOKESPEOPLE. 

SUDDENLY, PEOPLE BEGAN TALKING ABOUT TRUTH AGAIN. CHECK OUT THE CASE-STUDY:

CHECK OUT SOME OF THE PRESS