The six second video format ties in with the fact that every six seconds, a person dies from a smoking related illness. Three videos were made, each targeted at a different demographic.
QUIT CEO Glyn McIntosh said: “The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. M&C Saatchi has dramatised it in a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.”
M&C Saatchi executive creative director Ben Welsh said: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action.”
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