The world of teenage smoking is crueler than one could imagine. There is stealing, blackmailing, bullying, black market... All this came up in a research by Cancer Society of Finland. They asked us to think how to get the youth to see this dark world around tobacco? Its rules and principles are close to those of mafia, so we made a mafia documentary. The documentary exposes the problems with elements from mafia documentaries. There are anonymous telephone interviews with victims and criminals etc. To make sure that the film will reach the youth, we made a kit with the DVD and cards that have instructions for different kinds of classes. The teachers around Finland can use it in a way to suits them best. When making the kit, we made a fast prototype and had actual teachers participating in the co-creation. The first feedback that we have received shows that it was worth it.
This professional campaign titled 'Tobaccomafia Documentary' was published in Finland in May, 2011. It was created for the brand: Cancer Society of Finland, by ad agency: 358. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 13 years ago.
Advertising Agency: 358 Helsinki, Finland
Production company: 4KRS & 358 Helsinki
Creative directors: Erkki Izarra, Ale Lauraéus
Art Director: Maria Fridman
Copywriter: Valtteri Väkevä
Graphic designer: Mark Nurmi
Agency producer: Peggy Petrell
Strategist: Milla Kokko
Productive creative: Arthur Franck
Creative producer: Oskar Forstén