Creativity

American Legacy Foundation: The Sunny Side of Truth

With its animated characters serving as a jolly ruse to stick a thorn in the side of big tobacco, Arnold veers from TV to the web with its ongoing Truth campaign for American Legacy Foundation.

Along with the standard TV spots

Published on Mar 27, 2008

Editor's Pick

With its animated characters serving as a jolly ruse to stick a thorn in the side of big tobacco, Arnold veers from TV to the web with its ongoing Truth campaign for American Legacy Foundation.

Along with the standard TV spots and factoids about the dangers of tobacco, the site features social networking sign-ups and a variety of playful, sarcastic elements to further the cause including "Useful Cigarette." This section takes users on a horizontal trip across a cigarette and exposes the dangerous ingredients inside such as chemicals found in bathroom cleaner, explosives and nail polish remover.

On a musical note, visitors can jam Guitar Hero-style with the "Key-tar Slayer," where users hit specific keys to hit the right note and amass a crowd.

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About

Credits

Date
Mar 27, 2008
Client:
American Legacy Foundation
Agency:
Arnold Worldwide
Chief Creative Officer:
Pete Favat
Creative Director:
John Kearse
CD/Art Director:
Meg Siegal
AD/Designer:
Kat Dawson
Copywriter:
Pete Harvey
Designer:
Dave Fernandez
Designer:
Ryan Habbyshaw
Agency Producer:
Cybil Morin
Programmer:
Ebbey Mathew
Programmer:
Joel Caruso
Flash Developer:
Gabe Flavin
Flash Developer:
Dave Fernandez
Flash Developer:
Ben Daly
Flash Developer:
Sean Sullivan
Flash Developer:
Eric Heaton
Flash Developer:
Brian Tamm
Interactive Production Artist:
Joel Caruso
Information Architect:
Priya Chitre

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