Big Tobacco's Fantasyland

Campaign Development

Role: Account Manager, Strategist, Project Manager

Developed for our client UNDO (part of the California Department of Public Health), Big Tobacco’s Fantasyland confronted Big Tobacco’s attempt to rebrand itself as a “socially responsible” industry. The campaign aimed to expose the hypocrisy behind this image, particularly as the industry continued to target vulnerable communities, including Asian American and immigrant populations.

Our team led the in-language media and creative, ensuring the messaging was culturally and linguistically tailored to resonate with these audiences. Through bold visuals and straightforward language, the campaign highlighted the stark disconnect between Big Tobacco’s polished new image and its ongoing harmful practices.

Industry Recognitions

Little Black Book

"The work puts a spotlight on the industry’s lies and deceit, serving as a warning siren to the public to see beyond this new glossier, friendlier face the tobacco industry is trying to sell.”