It all started with a little book.

And out of this brand book came some of the most effective anti-smoking work the world has seen, reducing smoking rates to historical lows. In fact, the Journal of the American Medical Association did a study showing the truth campaign alone saved over 100,000 lives every year it was on air.

The spots below actually wrote themselves. Taking real tobacco companies documents as the dialog in our scripts, we created the first ever 60 second sitcom.

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Whudafxup?

We partnered with Vice to do an investigative piece on just how tobacco companies tactics work. Here is one of my favorites out of the whole Whudafxup series. And yes, it did air using that name.

Here are a couple of classics you may find in a some award books and college text books on marketing.