Thanks to the Master Settlement Agreement through an act of Congress, the internal documents of the four largest tobacco companies were made public. With access to once-private, corporate documents, we saw how these companies described their target customers — specifically, Blacks, Latinos, Women and the LGBTQ community — behind closed doors. And it wasn’t pretty. We responded by turning their verbatim words into shocking public-facing ads, utilizing highly targeted media buys to reach each group.

HONORS: CANNES | D+AD | ADC | ANDY | WEBBY | ONE SHOW | CLIO | COMMUNICATION ARTS | AD AGE: Top 15 Ad Campaigns of the 21st Century | etc.

BLACKS

LGBTQ

HISPANICS

WOMEN

SOCIAL
Social Media went bananas. This is one of literally thousands of tweets, comments and more in response to these ads. People were bullshit. And rightly so.
Mission accomplished. 

THE CASE STUDY