Truth
AMERICAN LEGACY FOUNDATION
Eric Asche Sr. VP-Mktg. & Comm.
Nicole Dorrier Youth Mktg Dir.
Aaron Mushro Asst. Brand Mgr.
Mary Sullivan Brand Mgr.
ARNOLD WORLDWIDE
John Kearse VP-Creative Dir.
Meghan Siegal Creative Dir.
Paul Nelson Sr. VP-Group Acct. Dir.
Kate Thomson Acct. Super.
MEDIA HEAD
CRISPIN PORTER + BOGUSKY
Tom Adams Creative Dir.
Claudia Machado Acct. Dir.
GTM
TRUTH VS. BIG TOBACCO
In an environment where cigarette companies spend upwards
of $13 billion per year for advertising and promoting their deadly
product, Truth has been the true underdog for teens in providing
the antidote against Big Tobacco and its marketing practices. With
budgets at less than a fraction of Big Tobacco’s, Truth needed to
get the real facts about tobacco and the industry into the hands
of America’s teens and empower them to spread the knowledge.
“Infect truth” did just that. Over the course of the campaign, awareness for Truth rose; negative perceptions about Big Tobacco were
fueled; and viral infections were spread at levels much greater
than expected.
CHEMISTRY.COM
HANFT RABOY & PARTNERS
Doug Raboy Creative Dir.-Part.
Adam Hanft Part.
COME AS YOU ARE
This ad has triggered an avalanche of responses from consumers,
including daily e-mails from activists, customers and ex-eHarmony
employees applauding the campaign, sharing their dissatisfaction
with eHarmony’s practices and sometimes their rejected stories.
