LEGACY FOR HEALTH Case study SHARDS O' GLASS by Arnold Worldwide Boston

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SHARDS O' GLASS

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Industry Anti-smoking
Media Case study
Market United States
Agency Arnold Worldwide Boston
Director Martin Granger
Creative Director John Kearse, Tom Adams
Copywriter Bryan Karr, Ryan Dean Waite
Editor Cosmo Street - Lawrence Young
Released April 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: LEGACY FOR HEALTH
Product/Service: ANTI-SMOKING AWARENESS
Agency: ARNOLD WORLDWIDE
Date of First Appearance: May 1 2010
Entry URL: http://www.thetruth.com/shards/
Chief Creative Officer: Pete Favat (Arnold Worldwide)
Executive Creative Director/Copywriter: Roger Baldacci (Arnold Worldwide)
Creative Director/Art Director: Meg Siegal (Arnold Worldwide)
Creative Director: John Kearse (Arnold Worldwide)
Creative Director: Tom Adams (Arnold Worldwide)
Associate Creative Director/Art Director: Mike Costello (Arnold Worldwide)
Copywriter: Ryan Dean Waite (Arnold Worldwide)
Copywriter: Bryan Karr (Arnold Worldwide)
TV Producer: Carron Pedonti (Arnold Worldwide)
Digital Designer: David Fernandez (Arnold Worldwide)
Digital Designer/Flash Developer: Max Pfennighaus (Arnold Worldwide)
Digital Producer: Liz Thi (Arnold Worldwide)
Digital Producer: Barry Frechette (Arnold Worldwide)
Tech Manager: Ebbey Mathew (Arnold Worldwide)
Flash Developer: Sean Sullivan (Arnold Worldwide)
Production Company: Moxie Pictures (Moxie Pictures)
Production Company Producer: Karol Marrs (Moxie Pictures)
Production Company Producer: Tony Cantale (Moxie Pictures)
Director: Martin Granger (Moxie Pictures)
Editor: Lawrence Young (Cosmo Street Editorial)
Media placement: TV - MTV - March 2010
Media placement: Web Films - Internet - March 2010
Media placement: Website - Internet - March 2010
Media placement: Web Games - Internet - April 2010

Describe the campaign/entry
As the tobacco industry was introducing new candy-like products that were for “adults only”, so did truth, through the fictional Shards-o-glass company, who offered popsicles and other treats laced with delicious and deadly glass shards. The point was: What if other companies did what tobacco companies do?

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign, “Do You Have What It Takes,” had teenagers rethink the actions of Big Tobacco by asking them if they could do what Big Tobacco executives did each day. Our holistic campaign featured 13 TV spots, a robust website, a presence on 4 social sites as well as a digital outreach program to our database of over 50,000 truth followers.

Give some idea of how successful this campaign/entry was with both client and consumer
At the end of the campaign in September 2010, we saw over 1.6 million visitors to truth properties with over 1.2 million visitors to thetruth.com. Visits to thetruth.com were up 19.5 percent year-over-year.

At the end of the campaign, the average time spent on site during the entirety of the campaign was 04:37, 6.5% longer than the previous campaign. Not only were people visiting often and staying on the site longer but we also saw an increase in return visitors of 4.7% year-over-year with a total of 170,649 returning visitors.

Our new games and videos also proved to be successful tools for engagement. The entire “Do You Have What it Takes” interview site experience was completed 56,437 times and “Type or Die” was played 99,907 times, with consistent reach throughout the entirety of the campaign. Finally, our campaign videos were played almost 250,000 times.