When healthcare giant BlueCross BlueShield asked us how to convince college students to take the dangers of smoking seriously, we were ready with an answer:

Don’t try to convince them at all.

Instead, spend time with them to learn why they’re still smoking. Then show them the absurdity of their rationalizations in a funny, in-your-face format they can’t ignore: a guerrilla-style campus takeover including posters, street teams, swag and digital placements.

This creative campaign included ethnographic field research, creative strategy and messaging, media planning and buying, non-traditional posters, OOH, street teams, swag, collateral, direct mail and end-to-end creative production.