U.S. Food & Drug Administration’s Center for Tobacco Products
Leveraging partnerships to make a problem impossible to ignore
Year: 2019
Capabilities: Digital Products. Media.


Tobacco is the leading cause of preventable death in the U.S., with 9 out of 10 smokers starting before they turn 18.


Gen Z smokers believe the consequences – what we call The Real Cost of tobacco – affect only older, lifelong smokers.


The Real Cost aims to make teens hyper-conscious of the immediate risks of early tobacco experimentation and snap them out of their “cost-free” mentality.


Our solution was education disguised as entertainment, meeting Gen Z on their terms, on their platforms: an original Xbox game touted by the world’s most popular gaming influencer; a partnership with the X Games and WWE; an animated character on Adult Swim and their mobile properties; a growing catalogue of audaciously engaging horror and sci-fi TV films; a provocative dare involving search engines; and more.

Awareness among target audience
In savings to the U.S. healthcare system
Prevented youth from initiating smoking
Monthly social media interactions
Gameplays on Xbox with an average of 18 minutes per play
the good report logo
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
adweek logo
2020 Global Agency of the Year
ad age logo
2020 & 2019 A-List & 2020 Best Places to Work
the one club for creativity logo
2020 Global Network of the Year
the andys logo
2020 Most Awarded Network
ad and d logo
2020 Design Agency of the Year
pr news logo
2020 Top Places to Work
cannes lions logo
2019 North America Network of the year and 2019 Top 3 Global Network