The Cancer Council of Victoria launches new ‘The con that kills’ campaign via Three Wise Men
Three Wise Men have launched a new campaign for the Cancer Council of Victoria.
Many smokers have the misperception that some cigarette variants are less harmful than others. This is a con propagated by the tobacco companies who manipulate their products to create smoother, fresher sensory experiences that make smokers feel less concerned about the health risks of smoking.
The new campaign makes it clear that this is ‘The con that kills’. The fact is that, no matter the variant, whenever any tobacco is lit over 200 poisonous chemicals are released. And the campaign shows how tobacco companies use additives and manipulate filters to make the toxic smoke seem less harsh.
‘The con that kills’ was created by Nigel Dawson and Pete Becker under the ever-watchful eye of Randal Glennon; TV directed by Michael Lutman and produced by Rohan Timlock at Guilty.
The campaign is spearheaded by a series of TVCs and is supported by radio, cinema, OOH and digital.
Cancer Council marketing & communications:
Kelly Dienaar, Maddy Leigh, Amelia Seeber
Three Wise Men:
Creative: Nigel Dawson, Pete Becker
Project management: Randal Glennon
Guilty:
Director Michael Lutman
Producer Rohan Timlock
DOP Ann Howard
Editor Tim Parrington
Talent: Bert Labonte
9 Comments
NO SHIT!!
Guys carn’ thats a waste of money – the worlds moved on – vape anyone.
All cigarettes are bad cigarettes.
Hang on… wot?
Too cute, too many ideas, too complicated. I assume the tobacco leaves at the end are supposed to look like lungs. A better, simpler execution would have been to concentrate single-mindedly on the trays of different cigarette variants – which is only seen fleetingly. That’s where the ‘con’ is, so why waste precious time talking about tobacco leaf? The damage caused by tobacco is far from news and can be taken as read.
Glad someone finally explained it to me.
because we have new generation that needs educating ( dont take it as read) – start with raw material and show the variations that companies do to it – makes sense , easy to understand
OMG. I’m so glad that I’m out of this industry. The negativity will kill you before the smokes will! Well done for taking the message back to its origins and building on the fact that every cigarette is doing you harm. Many people are still dying from this con that causes misery. I sincerely hope none of you haters loses a close friend or family member through one of the many smoking-related illnesses.
Tobacco was traditionally dried and smoked in the Americas. Sure, the tobacco companies treat it with chemicals, but that is probably to make it more addictive and more profitable for them. However, I don’t believe the claims in the ads are true. Tobacco can be grown, dried and smoked. Search online and there are plenty of sites that explain how to do it.
This ad has an extra mild filter