Creativity

Hawaii Department of Health: "Book 'em, Dano"

From mellow Hawaii, of all places, and an agency with the funky cool name of Hendrix Miyasaki Shin, comes a delightfully vicious attack on tobacco companies in the form of eye candyish print, outdoor and cinema slides aimed at 8-17ers. "Toba

Published on Jul 29, 2004

Editor's Pick

From mellow Hawaii, of all places, and an agency with the funky cool name of Hendrix Miyasaki Shin, comes a delightfully vicious attack on tobacco companies in the form of eye candyish print, outdoor and cinema slides aimed at 8-17ers. "Tobacco companies need to keep securing the next generation of smokers," notes CD April Rutherford. "We thought, 'What if they could do whatever they liked? How far would they go?' So we pretended we were the tobacco marketing department, which would recruit as young as possible. That led to the visuals. We kept it simple, with bold kids' colors to add to the innocence. It's getting a great response from teens and adults. People can relate to the tobacco companies doing things like this." Yeah, but isn't there something in the settlement that protects the ciggy pushers from this sort of "personal" attack? Yes, according to Rutherford, there's a "vilification clause," but it applies only to the $300 million per year administered by the American Legacy Foundation

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About

Credits

Date
Jul 29, 2004
Client:
Hawaii Department of Health
Copywriter:
Marc Squiers
Photographer:
Alex Viarnes
CD/Art Director:
April Rutherford
Agency:
Hendrix Miyasaki Shin

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