When we launched this campaign it was a fresh approach to youth tobacco prevention and cessation. Rather than focus solely on the topic of tobacco, our “Own Your C” (Own Your Choices) campaign empowered teens to make the connection that their choices define who they are today and who they will become.

The campaign included television spots, limited edition artist series branded goods distributed from a customized ice cream truck, online quitting tools, social posts and a website. The materials were intentionally eclectic as we strove to have a variety of styles and tones within our campaign to cater to the diverse tastes and interests of teens.

THE TEAM:
Client: Colorado State Tobacco Education & Prevention Partnership

Agency: Cactus
Founder & CEO: Joe Conrad
Creative Director: Norm Shearer
Art Director: Jeff Strahl
Writers: Jim Morrissey, Brian Watson
Producer: Danielle Bryan
Producer: Angelo Ferrugia
Account Director: John McCracken

GENIE //
Production Company: Untitled Films, Toronto
Director: Lena Beug
DP: Kip Bogdahn
Producer: Denny Kennedy
Post Production: Final Cut, New York
Senior Editor: Carlos Arias
Post Production Producer: Rana Martin
FX: Absolute, NY/London

C-TREE //
Production Company: Buck, New York & LA
Buck CD: Orion Tait
Buck AD: Ben Langsfeld
Production Coordinator: Claudia Ancalmo
Technical Director: Jordan Blit
3d Artists: Rie Ito, John Kalaigian, Aditi Kapoor, Stacie Plassche
2d Artist: Sohee Sohn
Producer: Kate Treacy
Musical Aritst: CocoRosie
Song: Sunshine

THE HAUNTING //
Production Company: Biscuit Filmworks, LA
Director: Jim Hosking
Executive Producer: Shawn Lacy Tessaro
Producer: Caroline Pham
Editorial: Final Cut, LA
Senior Editor: Carlos Arias
Post Executive Producer: Saima Awan
Music: Amber, New York
Sound Design and Mix: Lime, Santa Monica
Telecine: Company 3
Colorist: Stefan Sonnenfeld

BOOMERANG //
Production Company: Spy Films, Toronto
Director & DP: George Vale
Offline Editor: George Vale
Executive Producer: Stephanie Hickman
Producer: Rosalynn Hegan
Music/ Sound Design: Syndicate
Animation: Labworks Animation, Toronto

OMNIPOTEEN //
Production Company: Superfad, New York
Music: Beacon Street Studios, Venice
Sound Design and Mix: Lime, Santa Monica

ARTISTS //
Aaron Horkey
Kai & Sunny
Adrian Johnson
ILOVEDUST
Julie West
Si Scott
Hydro74
Tina Mansuwan
Rebecca Hahn
Adam Rosenthal