Rey Andrade
Executive Creative Director at 72andSunny Amsterdam
Amsterdam, Niederlande
TitelFriends
Agentur
Kampagne Not Even Once - Montana Meth Project
Werbende The Tom and Stacey Siebel Foundation
Marke Montana Meth Project
Datum der ersten Ausstrahlung/Veröffentlichung 2007 / 3
Geschäftsbereich Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids)
Slogan Not Even Once
Story A teenage girl’s voice over describes how close she is with her friends and how they would do anything for her. Simultaneously we see 4 teenagers in a car—3 of them have worried looks on their faces. The last girl we see is passed out with mussed makeup and vomit on her face. The car pulls into a hospital driveway and the kids drag out the unconscious girl and leave her on the sidewalk. Two orderlies run out and find her. End card: Meth, Not even Once.
Philosophie Through juxtaposing a voice-over expressing positive thoughts, with on-camera action depicting the opposite — and quite violently so — the brutal effects of Meth on people’s lives was brought into sharp focus. The spots were shot in one take, underscoring their ‘real story’ nature.
Problem Through previous campaigns we had already communicated the adverse physical effects of Meth. This time around we needed to communicate the more emotional effects of Meth—and that Meth affects not only the user, but all the people in the user’s life. His family, his friends, his loved ones.
Ergebnis Campaign has only been running for a few weeks. No reliable results yet available.
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Markt Vereinigte Staaten von Amerika
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