TRUTH Activations Campaign

This campaign was the 2nd place winner at the 2015 One Club Creative Bootcamp. I worked with a team of 4 other students to help 72andSunny and their client, Truth, create a social activation campaign to help end teen smoking. 

I was the creative director and copywriter for this project. Inspired by images where items that are longer useful in our modern world are sometimes recycled into new pieces of home decor, I thought that as the last generation of smokers, something would have to happen to all of the ashtrays that would no longer be in use. Why couldn't they be repurposed into something more useful or beautiful? By going away from the typical approach of just using a hashtag on social media to get people half-heartedly involved, we created a campaign that could be experienced in real life.

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