Partner & CCO Associé, Vice-président principal, création
at
Ogilvy
Montréal, Canada
| Title | Don't start smoking |
| Agency | hoffman |
| Campaign | Don't start smoking |
| Advertiser | Réseau du sport étudiant du Québec |
| Brand | RSEQ |
| Date of First Broadcast/Publication | 2021 / 5 |
| Business Sector | Anti-Drug/Alcohol/Tobacco Message |
| Tagline | Don't start smoking |
| Story | The smoking prevention campaign was produced for the Réseau du sport étudiant du Québec. The media campaign aimed to convince kids 11 to 15 years old to not smoke. The project revealed the harmful effects and awakened a critical sense when dealing with tobacco products in an effort to transform a social norm. The best way to not smoke is to never start. In focus groups, young people told us that they want to be exposed to the real consequences in order to make up their own minds. It was on that premise that we decided to give the campaign a very direct tone. |
| Media Type | |
| More Information | https://commencepasafumer.ca/en |
| Creative Director | Patrick Béland |
| Copywriter | Étienne Bastien |
| Art Director | Thomas Li Vigni |
| Production | One Chuck Production |
| Producer | Marie-Luce Lessard |
| Director of Photography (DOP) | Charles Trinque |
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