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CVS #OneGoodReason

Anti-smoking campaigns have a lot of things in common: scare tactics, graphic imagery and guilt trips. But when CVS stopped selling cigarettes, we wanted to do something completely different. The #OneGoodReason campaign focused on the upside of quitting instead of the dangers of smoking. As a team, we come up with idea for a documentary series, and we worked with our researcher to select the best stories and accompanied our director teams to shoot 7 different documentaries around the country.

Project Roles
Copywriter, Creative Director
Conceptual, Documentary
Brand Films, Documentaries
Project Industries
CVS #OneGoodReason
CVS #OneGoodReason