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.

2014 One Show - Advertising

Profiles

Agency Arnold Worldwide / Boston

Client truth
BACK TO RESULTS

Annual ID

140081A

About the Work

Behind closed doors, tobacco companies have said some horrible things about the people they targeted as customers. Namely African Americans, homosexuals and women. Things they never dreamed would be made public. But a Supreme Court ruling gave us access to Big Tobacco's private memos and documents. So we created fake ads (disguised as real ads) using their actual words against them. And we asked, ‚??Imagine if Big Tobacco spoke to you the way they spoke about you.‚?ù

Ads ran across social media. They were also printed and distributed as posters and used as OOH installations in targeted locations (homosexual ad in predominantly homosexual neighborhoods, etc.) Using hidden cameras, we videotaped people's real, unscripted reactions to the OOH boards and used the footage to create TV spots and online videos.

Our hope was to increase awareness through outrage and encourage discussion‚?? and hopefully sell a few less cigarettes in the process.