Below is the pr release by the ad agency. I must say I am not convinced. Do kids go to the site?
Developed in partnership with the Colorado State Tobacco Education & Prevention Partnership (STEPP), the whimsical C-Tree television spot is one component of the comprehensive Own Your C campaign, which takes a fresh approach to youth tobacco prevention and cessation.
Rather than focus solely on the topic of tobacco, the innovative campaign empowers Colorado youth to make educated choices and encourages them to own the consequences of those choices, good and bad.
“Once again, this Own Your C television campaign is very eclectic,” said Joe Conrad, Cactus founder and strategic director. “We strive to have a variety of styles and tones within our campaign to cater to the diverse tastes and interests of Colorado’s youth. One of these spots is bound to resonate with every teen that sees them.”
To bring the fantastical and surreal vision for C-Tree into reality, Cactus collaborated with Buck to produce the spot in an animated format.
“Ultimately, the Own Your C campaign is about making your own choices,” says Orion Tait, Buck creative director. “Specifically, it is about choosing not to smoke, but Cactus didn’t want any overt references in the spot. They wanted to emphasize the idea of owning and nurturing one’s choices in an uncertain and sometimes hostile world. The spot is purposely meant to evoke a mood and drive viewers to the website.”
The spot drives viewers to visit an evolving, interactive Web site that serves as a forum for teens to exercise their choices.
Additionally, the comprehensive Own Your C campaign consists of online advertising; a revolutionary tobacco quitting tool (the FixNixer); social networking components; the C-Ride, a branded ice cream truck armed with a street team that visits schools and youth events across the state; and promotional items, including t-shirts, winter hats, stickers and magnets.
The C-Tree spot will run on major networks and cable channels in California in October. Cactus and STEPP will launch the final of three new Own Your C commercials to round out this eclectic television campaign in the coming weeks.
The spot can be seen here.
For more information see the Buck Web site
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Posted by: wow gold | January 10, 2014 at 10:09 AM