The One Show
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CTCP
Agency Mighty Nice / Sydney + California Tobacco Control Program / California + Duncan Channon / San Francisco
Category
Animation / Series
Annual ID
OS22_MI121M
About the Work
California Tobacco Control and Duncan Channon were looking to make a series of spots that connected with smokers and vapers at a deeply emotional level, allowing actual smokers and vapers to tell their stories. All smokers have something in common – the story of their journey. Of how they started and the reasons why. Of what fueled their use of nicotine beyond “it’s just something to do” and into a physical, social and mental need. Of what opened their eyes to their addiction and the want to quit. The heart of this project is normalizing the quitting process, and a critical step in doing so is highlighting the importance of attempts in the journey to quit for good. They wanted to reach current smokers and vapers in a human way from a place of empathy, and they wanted them to recognize themselves in these stories. The brief was to capture their natural, off-the-cuff takes with the intention of it sounding more like found audio as opposed to rehearsed.
These are the real stories of smokers’ quitting journeys. We created a series of unique animated shorts in which real smokers relate their smoking and quitting journeys. After conducting hours of interviews with real smokers, we curated a diverse selection of unique, and unfiltered quitting stories. Each of the animations are in a unique style, each adapted to the authentic voice and personality of each smoker and their journey. The stories were created with the view of inspiring others to quit smoking for good - no matter how imperfect the path may be.
These are the real stories of smokers’ quitting journeys. We created a series of unique animated shorts in which real smokers relate their smoking and quitting journeys. After conducting hours of interviews with real smokers, we curated a diverse selection of unique, and unfiltered quitting stories. Each of the animations are in a unique style, each adapted to the authentic voice and personality of each smoker and their journey. The stories were created with the view of inspiring others to quit smoking for good - no matter how imperfect the path may be.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Duncan Channon / San Francisco
Digital Agency
Mighty Nice / Sydney
Client / Brand
California Tobacco Control Program / California
Animator
Lester Chan
Michael Shiao Chen
Director
Robertino Zambrano
Editor
Simon Adams
3D Artist
Charles Ewart
Trent Rogan
Head of Production
Tina Braham
2D Animator
Leanne Lee
Lester Chan
3D Animator
Duncan MacLaren
Animator / Motion Designer
Max Wanniaratchy
Compositor
Fiona Lu
Head of Studio
Jeremy Howdin
Lead Animator
Michael Shiao Chen
Lead Animator & Compositor
Brian Neong San
Lead Animator / Motion Designer
Brian Neong San
Nexus Producer
Farnanda Garcia Lopez
Print & Masters
Darrin Hanley
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