M&C Saatchi Sydney has capitalised on clocks going back in the UK with a tactical campaign urging people to get years back in their life as they put their clocks back one hour.
The integrated campaign for the UK charity that helps smokers to stop, uses cigarettes to depict hands on a clock set at the time that all people living in the UK needed to reverse at the weekend, 2am on Sunday (26 October).
The words: ‘Tonight you get one hour back. Quit and you’ll get years back.’ replaces numbers on the clock face to be read anti clockwise to strengthen the ‘time back’ idea.
A call to action drives people to the Quit UK website, quit.org.uk where they can type their age, when they started smoking and the number of cigarettes smoked daily to calculate an estimate of how many years they would get back if they were to quit today.
The campaign went live with an extensive print rollout in Britain’s mainstream newspapers plus out of home, online and social components in the week leading to the end of daylight savings.
The campaign included a giant digital billboard in the UK’s prime outdoor real estate, ‘Piccadilly One’ in London’s Piccadilly Circus that went live from Saturday evening until the early hours of Sunday.
According to the calculator, the average 25-year-old male smoker in Britain who smokes 12 cigarettes a day and started smoking at 16 would get back five years of life if he quit today,
Campaign Credits:
Client: Glyn McIntosh, Chief Executive, QUIT
Agency: M&C Saatchi Sydney
Executive Creative Director: Ben Welsh
CEO: Jaimes Leggett
Creative Director: Ant Melder
Senior Art Director: Brian Jefferson
Senior Copywriter: Ben Stainlay
Executive Producer – Print & Art Buying: Trent Henderson
Production Coordinator: Pearla Ordillo
Finished Artist/Typographer: Mick Tonello
Photographer: Jeremy Hudson
Photography Assistant: Tom Antcliff
Retouching: Cream Studios
Digital Design Director: Richard Smith
Senior Digital Designer: Chi Yusuf
Motion Graphics Designer: Cameron Nash
Senior Digital Producer: Ant Harca
Digital Producer: Michelle Vuong
Web Developers: Roger Chapman, Ticiana Andrade, Stuart O’Connell
Media: Clear Channel & Storm Digital
