Instead of scare tactics and shock value, we rallied around the human insight that you only need One Good Reason to quit smoking. We kicked off the campaign with short films about real people and their reason for quitting. Across social media, we asked Americans to share their One Good Reason.
2015 Cannes Lion Shortlist: Direct Marketing – Ambient Media
International Business Times, Market Watch, USA Today, ABC News, Associated Press, NY Times, Mashable, CBS, NPR, Forbes, Adweek, Gawker, NBC, CNN, Creativity