Quit Victoria launches new campaign building on the success of plain packaging via Igloo Digital

A new digital campaign for Quit Victoria via Igloo Digital, has been created around social media, Quitline feedback and comments on articles from smokers trying to dodge the new and bigger graphic health warnings on plain-packaged cigarettes.

The online campaign depicts the numerous ways smokers try to avoid looking at the gory images on cigarette packets; such as drawing over the pictures or transferring cigarettes to an old packet – all of which were sourced from real comments in social media. It also aims to encourage further debate utilising the #plainpackaging hashtag.

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Igloo creative director, Tony Prysten, says the 45 second online ad showcases Igloo Digital’s ability to react quickly and create great content.

Says Prysten: “From opportunity to online in less than a week, we were able to create a campaign highly targeted to smokers that asks them to think about what they’re really hiding from when covering up graphic images.”

Fiona Sharkie, executive director of Quit Victoria, says while the new legislation on plain packaging which came into effect on December 1 is part of a long term plan, its effects can be seen now. 

Says Sharkie: “Although plain packaging is intended to reduce the uptake of smoking by young people, many smokers are experiencing a renewed urge to quit which is a great bonus.”

The campaign was developed and produced by Igloo together with MCM Media, both part of the MCM Entertainment Group.

Client – Quit Victoria

Agency – Igloo Digital

Executive Creative Director – Tony Prysten

Creative Direction – Tony Prysten, Peter Costello

Copy – Tony Prysten, Andrew Tanner, Peter Costello

Art Direction – Peter Costello

Executive Producer – Mathew Anastasi

Animation – Danny Masalkovski

Visit Igloo’s website here.