No More Hiding Social Video

Art DirectionCreative DirectionFilm

A new digital campaign for Quit Victoria based on social media, Quitline feedback and comments on articles from smokers trying to dodge the new and bigger graphic health warnings on plain-packaged cigarettes. The online campaign depicts the numerous ways smokers try to avoid looking at the gory images on cigarette packets; such as drawing over the pictures or transferring cigarettes to an old packet – all of which were sourced from real comments in social media. It also aims to encourage further debate utilising the #plainpackaging hashtag.
Production credits
Client – Quit Victoria
Agency – Igloo Digital
Executive Creative Director – Tony Prysten
Creative Direction – Tony Prysten, Peter Costello
Copy – Tony Prysten, Andrew Tanner, Peter Costello
Art Direction – Peter Costello
Executive Producer – Mathew Anastasi
Animation – Danny Masalkovski

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