Don't start smoking

Agency: Hoffman


The smoking prevention campaign was produced for the Réseau du sport étudiant du Québec. The media campaign aimed to convince kids 11 to 15 years old to not smoke. The project revealed the harmful effects and awakened a critical sense when dealing with tobacco products in an effort to transform a social norm.
The best way to not smoke is to never start.
In focus groups, young people told us that they want to be exposed to the real consequences in order to make up their own minds. It was on that premise that we decided to give the campaign a very direct tone.

This professional campaign titled 'Don't start smoking' was published in Canada in May, 2021. It was created for the brand: RSEQ, by ad agency: Hoffman. This Film medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted almost 3 years ago by Art Director: Thomas Li Vigni of Publicis.


Advertising Agency: Hoffman, Montreal, Canada
Creative Director: Patrick Béland
Copywriter: Étienne Bastien
Art Director: Thomas Li Vigni
Production: One Chuck Production
Producer: Marie-Luce Lessard
Director: Charles Sama
Director Of Photography: Charles Trinque


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