This spot was part of a multi-year effort to refresh an omnichannel campaign for The Real Cost, culminating in a final :30 TV spot as well as :06 and :15 cuts for social and digital bumpers.
I left FCB while we were moving into production, but put together the idea, art, copy, storyboarding, user testing, and pre-production under Seth Kelly (SVP, CD.)
"Gen Z is very willing to engage in conversations about their mental health, so to introduce them to the science about nicotine withdrawal, cigarette cravings and anxiety is likely to resonate with them in a meaningful way," adds Kathy Crosby, director of health education at the FDA's Center for Tobacco Products. - Muse by Clio
Credits:
Agency: FCB New York
Gabriel Schmitt, Co-Chief Creative Officer
Michael Aimette, Co-Chief Creative Officer
Gary Resch, EVP, Executive Creative Director
Seth Kelly, SVP, Creative Director
James Meiser, Associate Creative Director
Kristen Cleghorn, Senior Art Director
Jay Ahn, Copywriter
Scott Karambis, SVP, Group Strategy Director
Alison Smith, Senior Strategic Planner
Suzanne Santiago, EVP, Managing Director
Dimas Adiwiyoto, SVP, Group Account Director
Colin Ferguson, Account Director
Jared Shell, VP, Account Director
Natalie Costa, Management Supervisor
Sammie McCormick, Account Supervisor
Production
Kelly Fagan, Executive Producer
Frances Edwards, Senior Producer
Janice Katz, Director of Business Affairs
Project Management
Nick King, Associate Program Director
Samantha Sam, Senior Project Manager
Editorial
Mary Day, VP, Editorial Director
Barbara Norton, Editorial Proofreader