FDA's "The Real Cost" campaign targets teens to prevent them from smoking. Our challenge was to talk about nicotine addiction to an audience that doesn't care much about the consequences of smoking. 
Senior Art Director: Akos Papp 
Senior Copywriter: Laszlo Szloboda
Creative Directors: Liem Nguyen &  Justin Chen
Photographer: Liem Nguyen
Executive Creative director: Gary Resch
Director: Carl Erik Rinsch
Production Company: MJZ
FCB New York, 2016

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