Thank you for smoking
‘Cancel’ the tobacco industry. That was the brief from Gezondheidsfondsen voor Rookvrij (a collaboration between the Hartstichting, Longfonds, and KWF Kankerbestrijding).
Without becoming pedantic, we enraged and informed people by giving the tobacco industry a face. Instead of speaking about them, we let the industry itself say all the things they would never dare to say out loud.
Client: Gezondheidsfondsen voor Rookvrij
Creative Directors: Anne-Merel Verleun & Guy Lokhoff
Creatives: Sabrina Beek & Tijmen van Velsen
The campaign
First, we created a teaser campaign to make people angry and aware. The main ingredient was the hero video, which was featured on television, social media & in movie theaters.
Afterwards, we ‘cancelled’ our own campaign by unveiling our identity. The campaign evolved into a second part called ‘Doei Tabaksindustrie’ (Bye tobacco industry), which was created completely by Tijmen van Velsen.
Results
The campaign achieved a total of 22+ million impressions through paid media, significantly surpassing the expected KPI of 17 million. In total, this resulted in a unique earned media reach of 42,540,561 with a media value of €1,267,470.48.
Furthermore, the campaign was featured in newspapers like NRC and on the national news.
The hunt for S04E01
Videoland
Proud Sponsor
Greenpeace
Let’s stop pretending
Gezondheidsfondsen voor Rookvrij