The Time I Quit

The Time I Quit

Anti-vaping campaigns have a reputation, and not a good one. Teens know what they look like, they know what they're trying to do, and most of the time they check out before the message even lands.

When Minnesota Department of Health came to us, we knew we couldn't go that route. The brief wasn't just to make something that looked different. It was to actually earn the attention of an audience that had every reason to tune us out.

So we flipped the approach. Rather than telling teens why they should quit, we asked what quitting really felt like. And then we listened.

Creative team: Zack Keenan // Chris Hanson
Animation: Unlimited Time Only