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UNDO 'Big Tobacco's Fantasyland'
Creative & Production
Duncan Channon, San Francisco
Client
California Tobacco Control Program
Photographer
Raul Romo
Production Scope
The “Fantasyland” campaign extended across a comprehensive media program including linear TV, radio, digital and traditional OOH, high-impact placements near major California landmarks, print advertorials, paid social, digital video, programmatic display, and native online articles.
Creative production included a two-day combined stills and video studio shoot in Los Angeles, using shared talent to maximize efficiency and capture powerful visuals. A tailored graphic art system beautifully merged together visual and photography elements to support each talent’s personal story.
Post-production encompassed mechanical builds, retouching, color correction, assembly, proofing, and final file preparation across all channels. Vendor billing, delivery, and archiving of the complete campaign package were managed end-to-end.
The tobacco industry is working hard to rebrand itself with new, "healthier" alternatives such as e-cigarettes. Flavored vapes, though banned by the FDA, are still easily available online. This is "Big Tobacco's Fantasyland" where the tobacco industry's idea of a smoke-free future is a dangerous fantasy for us all.
