Finish It

Finish It

Finish It

Finish It

We’re the generation that re-invented the "#". We can be the generation that ends smoking. With this rally cry, we launched a massive campaign empowering the 91% of teens who don’t smoke, to take matters into their own hands, and #FinishIT.

We’re the generation that re-invented the "#". We can be the generation that ends smoking. With this rally cry, we launched a massive campaign empowering the 91% of teens who don’t smoke, to take matters into their own hands, and #FinishIT.

We’re the generation that re-invented the "#". We can be the generation that ends smoking. With this rally cry, we launched a massive campaign empowering the 91% of teens who don’t smoke, to take matters into their own hands, and #FinishIT.

We’re the generation that re-invented the "#". We can be the generation that ends smoking. With this rally cry, we launched a massive campaign empowering the 91% of teens who don’t smoke, to take matters into their own hands, and #FinishIT.

truth_header

Case Study Film —

Since the truth campaign launched in 2000, it's helped drive down youth smoking rates to a historic low of 8%. Teens today are a lot smarter and not easily persuaded.

The Legacy Foundation chose us to create a new campaign that empowers teens to be the generation that ends smoking and Finish It.

Since the truth campaign launched in 2000, it's helped drive down youth smoking rates to a historic low of 8%. Teens today are a lot smarter and not easily persuaded.

The Legacy Foundation chose us to create a new campaign that empowers teens to be the generation that ends smoking and Finish It.

Since the truth campaign launched in 2000, it's helped drive down youth smoking rates to a historic low of 8%. Teens today are a lot smarter and not easily persuaded.

The Legacy Foundation chose us to create a new campaign that empowers teens to be the generation that ends smoking and Finish It.

Since the truth campaign launched in 2000, it's helped drive down youth smoking rates to a historic low of 8%. Teens today are a lot smarter and not easily persuaded. The Legacy Foundation chose us to create a new campaign that empowers teens to be the generation that ends smoking and Finish It.

Launch Film —

Unpaid Film —

Unpaid Response Film —

The films ran during the commercial break of the 2014 MTV Video Music Awards. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we put their smoking photos on blast.

We also created a whole rebrand for Truth and built them a mobile-first site that teens could visit to learn more about our rally cry and how they could help eradicate smoking for good. 

The films ran during the commercial break of the 2014 MTV Video Music Awards. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we put their smoking photos on blast.

We also created a whole rebrand for Truth and built them a mobile-first site that teens could visit to learn more about our rally cry and how they could help eradicate smoking for good. 

The films ran during the commercial break of the 2014 MTV Video Music Awards. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we put their smoking photos on blast.

We also created a whole rebrand for Truth and built them a mobile-first site that teens could visit to learn more about our rally cry and how they could help eradicate smoking for good. 

The films ran during the commercial break of the 2014 MTV Video Music Awards. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we put their smoking photos on blast.

We also created a whole rebrand for Truth and built them a mobile-first site that teens could visit to learn more about our rally cry and how they could help eradicate smoking for good.

The films ran during the commercial break of the 2014 MTV Video Music Awards. While artists like Rihanna, Lady Gaga, and Chris Brown were performing their performances and accepting their awards, we put their smoking photos on blast. We also created a whole rebrand for Truth and built them a mobile-first site that teens could visit to learn more about our rally cry and how they could help eradicate smoking for good.

Site Design —

App Demo Film —

full_site_design

Press —

App Demo Film —

Project: Truth "Finish It"
Agency: 72andSunny
Role: Senior Art Director / Designer

Project: Truth "Finish It"
Agency: 72andSunny
Role: Sr. Art Director / Designer

Project: Truth "Finish It"
Agency: 72andSunny
Role: Sr. Art Director / Designer

Project: Truth "Finish It"
Agency: 72andSunny
Role: Sr. Art Director/Designer

The campaign raked in over 1.1 million Youtube views within the first 24 hours of launch. That was 940,000 more views than any other Truth video. We got shot outs from The New York Times. Good Morning America Access Hollywood Live, TMZ, Ad Week, Entertainment Weekly, The Washington Post, Creativity, and even the New York Post (named the campaign one of the 16 best moments from the VMA's.)

The campaign raked in over 1.1 million Youtube views within the first 24 hours of launch. That was 940,000 more views than any other Truth video. We got shot outs from The New York Times. Good Morning America Access Hollywood Live, TMZ, Ad Week, Entertainment Weekly, The Washington Post, Creativity, and even the New York Post (named the campaign one of the 16 best moments from the VMA's.)

The campaign raked in over 1.1 million Youtube views within the first 24 hours of launch. That was 940,000 more views than any other Truth video. We got shot outs from The New York Times. Good Morning America Access Hollywood Live, TMZ, Ad Week, Entertainment Weekly, The Washington Post, Creativity, and even the New York Post (named the campaign one of the 16 best moments from the VMA's.)

Recognition —
2015 Webby "Youth" Nominee, thetruth.com  2015 Webby "Public Service & Activism" Honoree, thetruth.com

Recognition —
2015 Webby "Youth" Nominee, thetruth.com 2015 Webby "Public Service & Activism" Honoree, thetruth.com

Recognition —
2015 Webby "Youth" Nominee, thetruth.com  2015 Webby "Public Service & Activism" Honoree, thetruth.com

Recognition —
2015 Webby "Youth" Nominee, thetruth.com  2015 Webby "Public Service & Activism" Honoree, thetruth.com

Recognition —
2015 Webby "Youth" Nominee, thetruth.com
2015 Webby "Public Service & Activism" Honoree

© 2018 Geo Panch

© 2017 Geo Panch

© 2018 Geo Panch