CVS | Cigarettes Out. Health In.

On the day CVS quit selling cigarettes for good, we marked the occasion by putting out one giant cigarette in Manhattan's Bryant Park. The installation was large enough to be seen from Times Square and sparked a National conversation around #OneGoodReason to quit smoking.

#OneGoodReason | CVS

To help CVS inspire the entire country to think about quitting, we created a documentary campaign that ignored all the typical scare tactics. The social series was a hit with millions watching, sharing and posting their own #OneGoodReason of support. Even First Lady, Michelle Obama joined in.

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