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See M&C Saatchi's Chilling Vine Campaign for QUIT



Series of short clips for anti-smoking charity targets key demographics

See M&C Saatchi's Chilling Vine Campaign for QUIT

M&C Saatchi Sydney has created a pro bono online video campaign for global anti-smoking charity QUIT. The videos, uploaded to the social network Vine, are aimed to be shared and drive awareness of the dangers of smoking around World No Tobacco Day. You can view the Vines here

Vine, with its unique 6-second looping video format, is the perfect medium to communicate the fact that every 6 seconds someone in the world dies from a smoking-related illness.

The campaign consists of 3 Vine videos, one for each major smoker demographic.

Each execution shows a smoker dragging on a cigarette - followed by the line: “Before this video starts again, another smoker will die."

A chilling demonstration, in real-time, of how often – and how many – smoking kills.

QUIT CEO Glyn McIntosh said: "The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. M&C Saatchi has dramatised it a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives."

M&C Saatchi Executive Creative Director Ben Welsh said: "Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It's a great use of the Vine platform and a perfect example of 'brutal simplicity' in action."


Client: Glyn McIntosh, Chief Executive, QUIT

Agency: M&C Saatchi

Post & Sound: FSM

Executive Creative Director: Ben Welsh

Creative Director: Ant Melder

Art Director: David Jackson

Copywriter: Josh Bryer

Head of Moving Image: Rod James

DOP: Simon Hammond

CEO: Jaimes Leggett

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Categories: Corporate, Social and PSAs, Anti drink/drugs/smoking

M&C Saatchi Sydney, Mon, 02 Jun 2014 09:36:13 GMT