Creativity

CVS Takes a Deep Breath -- and Quits Selling Cigarettes

CVS Health Has Launched an Integrated, Multimedia Campaign to Support Its Post-Cigarette Brand Positioning

Published on Sep 03, 2014

Editor's Pick

To call attention to its decision to stop selling tobacco products, CVS Pharmacies -- part of the newly rechristened CVS Health corporation -- has launched an integrated digital, print, experiential, out-of-home and broadcast campaign, starting with two spots. "Deep Breath" and "We Wish" both feature scenes of happy, healthy people enjoying life, and a folksy announcer who explains why CVS decided to quit selling cigarettes. The spots also plug a new smoking-cessation program and introduce a new tagline, "Health is everything."

The experiential portion of the campaign involves a giant cigarette butt stubbed out in a giant red ashtray, strategically positioned today in New York City's Bryant Park as a media stunt. The ashtray and the cigarette, both labeled "Cigarettes Out. Health In," bring to mind the much-larger-than-life cigarette-butt sculptures of pop-art icon Claes Oldenburg.

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About

Credits

Date
Sep 03, 2014
Agency:
BBDO
Client:
CVS/Pharmacy
Creative Group Head:
Tom Darbyshire
Agency:
The Marketing Arm
Producer:
Regina Iannuzzi
Agency:
Mindshare
Art Director:
Bill Schwabb
Agency:
Edelman
BBDO Music Producer:
Rani Vaz
Account Person:
Morgan Seamark
Agency:
Siegel & Gale
Account Person:
Francine Li
Agency:
Matter
Account Person:
Justin Perrelli
Account Person:
Cullen Schielle
Account Person:
Justin Clark
Production Company:
RSA
Director:
Jake Scott
DP:
Trent
Editorial:
Crew Cuts
Editor:
Sherri Margulies
Editor:
Danielle Sclafani
Color Grading:
Nice Shoes
Colorist:
Chris Ryan
Executive Producer:
Ed Koenig
Producer:
Rebecca Mitchell
Music House:
Tone Farmer
Audio:
Sound Lounge
Sound Engineer:
Tom Jucarone

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