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Campaign for Tobacco-Free Kids
challenge
With 25 years of fighting Big Tobacco under their belt, the Campaign for Tobacco-Free Kids was looking for a new way to reach young people.
Strategy
My team created a new concept, look and feel for their annual "Take Down Tobacco Day". Leveraging the idea that Big Tobacco are jokers, we created a custom-illustrated deck of cards (with the talented Pedro Corrêa in Brazil) as well as a digital game site.
impact
Thousands of teens around the globe stepped up to take action against Big Tobacco. We saw an overwhelming response on social media and in-person events. The client was so pleased with the concept and design that they used the same look and feel, expanding and building upon it, for subsequent years.
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