Finishers - Launch

We’re the generation that re-invented the "#".  We can be the generation that ends smoking. 
With this spirit, we launched a massive campaign empowering the 91% of teens who don’t smoke, to take matters into their own hands, and #FinishIT.

Unpaid Tobacco Spokesperson  

Two weeks later, we dropped a bomb at the 2014 MTV VMA’s. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we hijacked the night by putting their smoking photos on blast.

Unpaid Response

We even gave a special shout-out to the lawyers...

Next, we created a weapon of mass ridiculousness called Erase And Replace, that lets users turn free ads for Big Tobacco into free ads for wizards, cowboys, and aliens.

So far over 18,000 people have showed that their down to end smoking by changing their profile pic to the orange X...including Perez Hilton, and Travis Barker of Blink 182. 

The campaign raked in 1,200,000 Youtube views within the first 24 hours of launch.
That’s 940,000 more views than any other Truth video. 
We got shout-outs from:
The New York Times
Good Morning America
Access Hollywood Live
Harvey Levin of TMZ
Ad Week
Entertainment Weekly
The Washington Post
New York Post (named the campaign one of the 16 best moments from the VMA's.) 

Agency: 72andSunny
CCO: Glenn Cole
CD's: Mick DiMaria & Justin Hooper
ACD/Writer: Beau Unruh
ACD/Art Director: Allbriton Robbins
Art Director: Sarah Herron
Writer: Rebecca Ullman
Strategy: Matt Johnson, Kate Hironaka, Ravi Khanna, Josh Hughes, 
Brand Directors: Kristine Soto, Luke Lamson
Brand Coordinators: Chelsea Gilroy, Tracey Horwitz