"I Should Have Said"
Every smoker knows the harmful effects of smoking. But scare tactics don't always work when trying to persuade them to quit. So for this campaign, we focused on the emotional consequence – that of having lifelong regrets.
Every smoker knows the harmful effects of smoking. But scare tactics don't always work when trying to persuade them to quit. So for this campaign, we focused on the emotional consequence – that of having lifelong regrets.
We started with a smoker's life story in the launch TVC. And then followed up with real-life testimonials of smokers, told in a personal way.
TVC (60 Sec)
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Social Content
Testimonials from ex-smokers
Testimonials from ex-smokers
Agency: DDB Singapore
Creative Director: Joel Chin, Pingnan Chew
Creative Director: Joel Chin, Pingnan Chew
Creative Group Head / Copywriter: Dunstan Lee
Art Director: Drishti Khemani
Copywriter: Pearlyn Ong
Director (TVC): Warren Klass (OneDash22)
Director (Testimonial Videos): Philip Giancola (OneDash22)
Director (TVC): Warren Klass (OneDash22)
Director (Testimonial Videos): Philip Giancola (OneDash22)
