The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Public Service / Television - Campaign
Annual ID
10042T
About the Work
Why would we hire a fake recruiter, set up a fake recruiting office and use hidden cameras to secretly film 60 candidates going through fake job interviews? Well, to answer one very real question.
Do you have what it takes to be a tobacco exec?
In the past, truth has exposed the public to Big Tobacco and its questionable practices. This time we wanted to know if, even in the worst economy in 79 years, could regular people do what tobacco execs do? Could you be the executive, making decisions about a product that kills millions a year?
Because if we can get kids thinking about that, maybe it will make them think twice about the whole issue of tobacco, and whether to start smoking or not.
Do you have what it takes to be a tobacco exec?
In the past, truth has exposed the public to Big Tobacco and its questionable practices. This time we wanted to know if, even in the worst economy in 79 years, could regular people do what tobacco execs do? Could you be the executive, making decisions about a product that kills millions a year?
Because if we can get kids thinking about that, maybe it will make them think twice about the whole issue of tobacco, and whether to start smoking or not.
2010 Awards
Total Points: 15
Silver Pencil
Credits
Production Company
Smuggler
Art Director
Eric Stephenson
Rob Kottkamp
Creative Director
Pete Favat
John Kearse
Director
Henry-Alex Rubin
Producer
Drew Santarsiero
Writer
Gregg Nelson
Will Chambliss
Agency Producer
Carron Pedonti
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