GPY&R Brisbane is behind a new anti-smoking campaign for the Queensland Government, with the power ballad “All by myself” driving the message.
The spot shows people struggling to quit the habit in isolated social situations, and reminds people of the 13QUIT service.
"These guys have been smoking for 15-plus years," said Andrew Thompson, creative director at GPY&R Brisbane. "They've gone from being surrounded by people outside smoking, to now being on their own when they smoke. This campaign brings that to life in a way we reckon will make them finally take the step towards quitting."
“We wanted to communicate to smokers in a way that resonated with their desire to quit, by making them think about the isolation and separation their habit causes,” said Phillip Stork, marketing manager at Queensland Department of Health.
Credits:
Agency -GPY&R Brisbane
Creative director - Andrew Thompson
Senior art director - David Maunder
Copywriter - Eugene Horat
Director - Justin McMillan
Production - Mark Bishop, Taxi
Executive producer - Andrew Wareham, Taxi
