Anti-Smoking Case Study

CREATING MARKET DOMINANCE — THE TARGET MULTICULTURAL AOR — 20 YEARS OF SUCCESS — BICULTURAL INSIGHTS — REAL ROI — TRANSCULTURATION™ —

Anti-Smoking

Weaponizing cultural truths to fire up the heart and action.

360° campaign with emotional shock value plus hard facts broke the ‘cool’ myth among youth, exposed second-hand dangers, and called out Big Tobacco’s targeting for true impact.

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Spectrum

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Empower people to live to the fullest

RECORD MCM ONLINE SALES | 200M+ VIEWS | 35+ AWARDS | A challenger brand in a highly competitive volatile category with old cable legacy baggage and low brand trust, exacerbated by late entry into streaming and mobile, various mergers, and under-developed among multiculturals, not fully addressed until 2016.

Encourage people to pause and share moments of joy

McDonald's

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Encourage people to pause and share moments of joy

TOP MCM SALES PERFORMANCE | MULTIPLE BEST BET AWARDS | A Multicultural marketing pioneer and category leader in a highly competitive, saturated price-driven category, targeted by competitors and press, the latter on quality and health. Staying #1 across 20 co-ops is hard when Multicultural consumers are heavily targeted with options.

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