Anti-Smoking Tumblr Takeover

On a mission to create a generation of non-smokers, we went where today’s generation of youth spends most of their time: Tumblr. We hijacked common hashtags and ambushed their sexy images and GIFs with provocative and humorous ones. Because we knew it wasn’t enough to just join the conversation. We had to take it over. And it worked. We won the Shorty Award for Best Overall Tumblr Presence.