ZAC Creative, AT Creative and RT Films produce new campaign for Andrew Forrest's Minderoo Foundation to raise the legal smoking age to 21

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It started with a call from Andrew 'Twiggy' Forrest as he rocketed towards Tokyo on board a 320k/h bullet train. It took just 15-minutes for the mining magnate to convince rugby league's greatest player, Jonathan Thurston, to spearhead the Queensland leg of his push to have the legal smoking age raised to 21. 

"Timing was everything as the campaign needed to be in market to coincide with the Queensland state election," said Troy Zafer MD ZAC Creative. "This left us a week to concept the material and get final sign-off before heading to Townsville to shoot the NRL legend on the North Queensland Cowboy's home turf at 1300SMILES STADIUM."
Two hours after wrapping, room 467 at the Mecure Townsville was transformed into a pop-up edit suite with director /DOP Ross Tinney cutting like Edward Scissorhands at a hedge off!

Four days later, a 60-second TVC and two 30s were dispatched to station, along with a 30-second radio spot, full-page press material and multiple PR, social media and digital assets.

"It was a worthy whirlwind and a privilege to pull out all of the stops to get this important message across the line and delivered on time," said AT Creative Director Andrew Tinning. "Special thanks to Steve Vojkovic and Boogie Monster for their herculean online efforts, Justin Braine for his sound service, Adam Cannell & Tom Wilson for their print prowess and Ryan Vergone for his digital ad wizardry."

See the TVCs on the campaign microsite.

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