Truth takes on, and over, the MTV VMA's.

 

Hoping to make the largest and most profound impact on teens’ KAB (knowledge, attitudes and beliefs) we worked with Truth to develop a series of campaigns that connect directly to the culture of our audience in the most integrated, yet disruptive way.

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The MTV Video Music Awards features showcases celebrities in all of their glory, but some of those celebs have unknowingly re-normalized the behavior of smoking to teens merely by being seen in public smoking cigarettes. Premiering on the MTV Music Video Awards, this campaign drove the point home in a big, impactful way. Followed up during the next commercial break with a second film to hammer home the point.