Funded by the California tobacco tax, this comprehensive, integrated campaign was the first major effort to address the health uncertainties of e-cigarettes, especially for young people.
With strategy and media planned and purchased by DC, the campaign sought out e-cig users, and the people who care about them, wherever they gather. That indicated a major TV buy, as well as a substantial presence at targeted outdoor locations, with both billboards and wild postings.
To better tie the call-to-action to the advertising’s overall look-and-feel, we also created a extensive landing page that offered dramatic images, engaging navigation and information about, among other things, the extremely dubious ingredients one might find in the average e-cigarette.
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.
DC’s thrilled to announce that Gary Stein joins us today as our first chief integration officer. He’s here to accelerate collaboration between our strategy, media and expanded creative team, which now includes experiential and influencer experts thanks to our recent acquisition of A2G.
Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.