CVS | #OneGoodReason

Anti-smoking campaigns have a lot of things in common: scare tactics, graphic imagery and guilt trips. When CVS stopped selling cigarettes, we wanted to do something completely different. The #OneGoodReason campaign focused on the upside of quitting instead of the dangers of smoking.

People all over the US were inspired, including then-First Lady Michelle Obama.

Bryan Park Installation:


As part of the campaign, we filmed a series of mini-docs featuring ex-smokers exploring the moment they found their reason to quit for good.




Directed by: Gallen Summer
Agency: BBDO NY
ECD: Tom Darbyshire
Sr. Creatives: Nedal Ahmed, Bryan Barnes
Producer: Brody Bernheisel