Month without Tobacco

Impact Hub, on behalf of the Swiss Tobacco Prevention Fund, asked us to create a social-media campaign encouraging the public to quit smoking. The project was intended to be nationwide, broadcast in four languages (EN, DE, FR, IT) and to adopt a playful rather than a moralising tone.

We’re thrilled whenever the chance to create a work of fiction comes up, and we jumped right into brainstorming for this project. Several concepts were developed before landing on one built around the moments people associate most with cravings, such as a drink at the bar with friends.

We wrote a script and pitched it to the client, making sure the comedic tone responded to the brief's core requirement: playful, not preachy.

Once the concept was greenlit, pre-production kicked off. We assembled a full creative team: costume designer, makeup artist, producer, sound engineers, filmmakers, director, actors. We ran a casting to find the right protagonists, and had the cigarette-man costume designed and made, which was central to the whole concept. The shoot ran over two days, after which the episodes were edited and adapted into four language versions for national distribution.

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