American Legacy Foundation: "Trigger Town" Online Advert by Goodby Silverstein & Partners

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The strategy of the Become An EX campaign is to change perceptions about quitting smoking. The aim is to help people reflect on when and why they smoke so they can re-learn their life without cigarettes. The Trigger Town micro site educates smokers about the most common triggers that cause people to reach for a cigarette and does it in a unique, fun and engaging way. Users simply poke Brain Dude’s brain and watch as triggers take over his life. Once users have learned about triggers, they’re encouraged to visit BecomeAnEX.org where they can create a personalized quit plan that starts with them recognizing their own personal smoking triggers.
Product: Become An Ex
Agency: GSD&M Idea City, Austin TX
Executive Creative Director: Mark Taylor
Group Creative Director: Luke Sullivan
Group Creative Director: John Trahar
Senior Copywriter: Stephen Land
Art Director: Cheyenne Gallion
Agency Producer: Shannon Swenson
Agency Producer: Zoe McDowell
Client: American Legacy Foundation
Agency: GSD&M Idea City
Executive Creative Director: Mark Taylor
Group Creative Directors: John Trahar, Luke Sullivan
Senior Copywriter: Stephen Land
Art Director: Cheyenne Gallion
Agency Producer: Shannon Swenson, Zoe McDowell, Stacey Schwab
Animation: OrdinaryKids (OK), Kismet Communications
Additional Animation: Homero Cavazos
Additional Writing: Nathan Cozzolino (OK), Jason Herring (OK)
Illustrator: Ferris Plock (OK)
Voice Talent: Nathan Cozzolino (OK), John Hoogasian
Site Programming: Kismet Communications
Music: Andrea Minze
Banner Credits
Client: American Legacy Foundation
Agency: GSD&M Idea City
Executive Creative Director: Mark Taylor
Group Creative Directors: John Trahar, Luke Sullivan
Senior Copywriter: Stephen Land
Art Director: Cheyenne Gallion
Agency Producer: Shannon Swenson
Project Manager: Mary Albanese
Illustrator: Ferris Plock (OrdinaryKids)
Flash Programmer: Homero Cavazos
Animation: Homero Cavazos