QUIT GAMES
Tobacco Free Florida
We snuck into teens' social feeds with Quit Games: a short-form series disguised as a reality competition show where seven teens attempt to quit nicotine. By infiltrating the scroll-stopping genre teens love, we revealed just how uncool nicotine use really is.
Role
Creative Director
Awards
Winner, AAF District 4 ADDYs
Gold, AAF Miami ADDYs
TEASERS
The Quit Games launch begins with social-first teasers that can be mistaken for trailers launching a new reality competition show, exposing the social isolation that accompanies nicotine addiction.
CONTESTANTS
We’ll amp up the Quit Games conversation by sharing static content of our most memeable, repostable, and gag-worthy moments on Snapchat and Instagram. We’ll dive deeper into the withdrawal struggles of our contestants, highlighting their most embarrassing moments.
INSTAGRAM STORIES
Instagram interactive stories built to reinforce the message and boost engagement.
YOUTUBE SERIES
This content stems from a long-form episode series that will live on YouTube, modeling the Beast Games-style entertainment teens love. The content will launch once a week over 8 weeks, giving our audience a constant source of entertainment, and a constant reminder of what nicotine addition really looks like.
Snapchat Ads
We’ll then infiltrate meme culture, capturing the characters’ moments of weakness as they feign for nicotine.
Where Are They Now?
We’ll then infiltrate meme culture, capturing the characters’ moments of weakness as they feign for nicotine.
UGC and Meme Content
We’ll then infiltrate meme culture, capturing the characters’ moments of weakness as they feign for nicotine.
View the full pitch and credits here
Credits: Sara Kelly (CD), Sabrina Greenberg (CD)
Disclaimer: This concept was developed as pitch/speculative work and is not affiliated with the brands or publications shown.