Legacy – the agency who created the “Truth” anti-smoking ads targeted towards teens, has launched a new campaign with a slightly evolved tone. This new spot titled “Finishers” takes the previous “Truth” campaign messaging of rebellion, and transforms it into a sense of empowerment for Legacy’s target demographic of 15-21 year olds.
In an Adweek interview with the agency responsible for creating the ad, 72andSunny, Chief Creative Director, Glenn Cole revealed, “An insight we built this campaign around is that this up-and-coming generation is just craving to be agents of social change, and their biggest frustration is that they just don’t know how to do it.”
Legacy’s new spot, and overall campaign, provides that encouragement and guidance that this demo needs to make the social change that they desire.
What do you think of Legacy’s new campaign and the work that was done by 72andSunny? Leave a comment below or connect on Twitter – @HOOKDin
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