M&C Saatchi launches a new online video campaign for Quit for World No Tobacco Day
M&C Saatchi Sydney has created a pro bono online video campaign for global anti-smoking charity QUIT. The videos, uploaded to the social network Vine, are aimed to be shared and drive awareness of the dangers of smoking around World No Tobacco Day (31 May).
Vine, with its unique 6-second looping video format, is the perfect medium to communicate the fact that every 6 seconds someone in the world dies from a smoking-related illness*.
The campaign consists of 3 Vine videos, one for each major smoker demographic**.
Each execution shows a smoker dragging on a cigarette – followed by the line: “Before this video starts again, another smoker will die.”
A chilling demonstration, in real-time, of how often – and how many – smoking kills.
Says Glyn McIntosh, QUIT CEO: “The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. M&C Saatchi has dramatised it a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.”
Says Ben Welsh, M&C Saatchi executive creative director: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action.”
*World Health Organisation stat:
http://www.who.int/mediacentre/factsheets/fs339/en/ and http://businessdayonline.com/2014/05/who-calls-on-countries-to-raise-tobacco-taxes/#.U4UaDpSSwfU
** QUIT helps children and adults quit smoking, targeting 3 main smoking demographics:
· young people who haven’t started/are just about to start
· people who’re already smokers
· people who’ve been smoking for a long time (and are still alive).
Client: Glyn McIntosh, Chief Executive, QUIT
Agency: M&C Saatchi
Post & Sound: FSM
Executive Creative Director: Ben Welsh
Creative Director: Ant Melder
Art Director: David Jackson
Copywriter: Josh Bryer
Producer: Mick Perry
Head of Moving Image: Rod James
DOP: Simon Hammond
CEO: Jaimes Leggett
14 Comments
That smoking business looks pretty sexy, dangerous and exciting. Must give it a try.
That’s cool
Maybe they should have made the video less hot.
it’s like that print ad that says ” by the time you read this ad someone will be dead/assaulted/anally intruded” except its on vine. amazing.
How come the URL is English?
This has impact-great visuals and good use of vine. Applaud quit for being bold with their message
Damn clever this, medium is the message and all that. And I reckon the hot lips makes a telling juxtaposition with death. Well done M&C.
if you think print ads loop, you better box up your things… someone digital is coming to replace you…
6 seconds? That’s shocking. Good one M&C
Nice, simple, quick and frightening. Nice use of Vine too. M&C’s creative chiefs seem to get it right almost every time.
Watching the bearded variant is making me gasp for air. Pretty powerful stuff. Nice work!
Influential & compelling. An unequivocal statement.
Great and straight to the point!!
SCARY!!!!!!!!!!!