lung cancer screening (pitch work)

Campaign Concepting, New Business Pitch

Our brief was to get smokers in Northern California to scan for lung cancer early.

Smokers and their cigarettes. It’s a complicated relationship. In this campaign, we bring cigarettes to life as trusted companions who know their smokers best. Each cigarette speaks directly to smokers, urging them to go get a lung cancer scan. They have a simple message: Getting a scan could mean more time (together?). Our campaign is a light-hearted but impactful reminder that, sometimes, advice hits differently when it comes from someone (or something) you know best.