In 2015, truth tapped into the one thing teens care about most...HOOKING UP.
According to a study on Tinder, smoking in your profile pics gets you twice as many left swipes, which means twice as much rejection.
So we partnered with some of today's most popular internet celebrities and musicians to create "Left Swipe Dat," a song and music video that inspires teens to spread the word that smoking isn't sexy.
The video premiered during the Grammy's and the internet went nuts. In one night we got over 700K Twitter mentions, and trended worldwide at #1, three times.
We got some pretty awesome mentions from pretty awesome people during the Grammy's.
People even started referencing it in every day culture.
Then we invited other celebrities and fans to make their own cover versions of the song. The submissions culminated into the internet's biggest Lip Sync music video called "Lip Sync Dat."
The music video has been viewed over 25,000,000 times on Youtube since launch.
Has ranked in over 93,000 Facebook and Twitter engagements within the first 48 hours.
Over 90,000 plays on Spotify
1.6 Billion Earned Media Impressions
$20MM in Added Value
CCO: Glenn Cole
CD's: Mick DiMaria & Justin Hooper
Art Director: Sarah Herron
Writer: Rebecca Ullman
Interactive Designer: Geo Panch
Strategy: Matt Johnson, Kasia Molenda,
Brand Directors: Judson Whigham, Kristine Soto
Brand Managers: Everette Cooke, Chelsea Gilroy
Film Producers: Marissa Wasser, Esther Pearls
Interactive Producer: Thomas Dawson
Director: Director X
Editor: Nick Rondeau
Music Video Talent: