Tobacco free florida | quit games
Ask: Convince media-obsessed youth ages 13–17 that nicotine is the opposite of cool.
Insight: ”Cool” is determined by what teens stream, scroll, and share—and reality TV dominates that space through drama and cultural relevance.
Idea: Infiltrate teen culture with "Quit Games", a dramatic social media content series disguised as a reality competition show that exposes how unbearably embarrassing nicotine addiction can be.
Role: Art Director
Client : Tobacco Free florida (Alma Agency)
Board
Short Form Content
Teasers
The Quit Games begin with short-form teasers introducing a new reality competition show that highlights the social isolation caused by nicotine addiction.
To reinforce our mesage...
Long Form content
Youtube series
This content all originates from a YouTube episode series that delivers the Beast Games-style entertainment teens love. With new episodes dropping weekly over 8 weeks, it provides our audience with a steady flow of excitement and a constant reminder that nicotine is embarrassing.
Static content
Character highlights
We’ll fuel the Quit Games buzz by posting standout static content featuring our most meme-worthy, shareable, and laugh-out-loud moments across Snapchat and Instagram. We’ll also explore our character's withdrawal journeys more intimately, showcasing their cringiest and most humiliating experiences.
MEmes
Next, we tapped into meme culture by spotlighting our character's vulnerable moments as they craved nicotine.
Instagram stories
Interactive Instagram Stories designed to strengthen the core message and drive engagement.
Snapchat discover
Content integrated into Snapchat Discover feeds with clickbait-style titles to maximize engagement and reach younger audiences.
Where are they now?
Like any good reality show, the story doesn't end when the cameras stop rolling. To keep the audience engaged over time, we followed up with contestants months later to see where they are now.
USer Generated content
The format is built to invite participation. We expect viewers to react, remix, and make it their own.
Influencer content
This is the type of content influencers are going to create to amplify the show's tone, engage their audiences, and organically expand the universe of Quit Games.
