The Voice of Addiction

Agency: Havas Worldwide Helsinki
Advertiser: Cancer Society of Finland
Group: A. Film
Category: 14. Social & Charity
Advertiser: Cancer Society of Finland
Campaign name: The Voice of Addiction
Entrant: Havas Worldwide Helsinki
Country: FINLAND
Brand name: Cancer Society of Finland
Product/service: Social campaign
Art Director: Jon Gustavson
Creative Director: Marko Vuorensola
Copywriter: Marko Vuorinen
Account Director / Manager: Johanna Vuorensola
Post production: Janne Kilpeläinen, Joni Kuusisto
Music: Markku Mäkelä
Director: Tom Hakala, Hamy Ramezan
Director of Photography: Johan Wasicki, Ville Salminen
Strategic Planner / Strategist: Johanna Vuorensola
URL: https://www.youtube.com/watch?v=mpLjFMnCCAs

Creative idea explanation

The goal of the campaign was to influence young (12-17) people’s decision making about smoking by increasing the awareness of addictiveness of nicotine and subsequent dangers. A music video was produced featuring a throat cancer survivor performing a version of a global pop hit loved by the target group. The performance gives nicotine addiction a voice to remember, a sound but also a look that will stay in their head and affect their decision making when choosing between smoking or not.