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There’s More Than One Way To Stop A Smoker
Quitting smoking is one of the toughest things a person will ever do. It’s menacing, daunting and downright scary. So does advertising aiming to help people quit smoking have to be the same?
Well that’s one way to do it. The CDC cites the “Tips From Former Smokers” in their best practices on the subject. And if you’ve ever seen any of those ads, you know they’re pretty graphic. Change the channel graphic.
So when the Wyoming Department of Health asked us to promote their QuitLine, we chose to do it differently. The truth is, we didn’t need to scare people into quitting. 66% of smokers try to quit every year already. We chose to position the QuitLine as the positive and empathetic experts that will make this quit your last.
In 2013, we launched the “Free” campaign. We used humor to build awareness of the QuitLine and the number of free tools it offers. It was a success. Calls to the QuitLine were up an average of 92% during the months the ads ran.
The next year we were at it again. This time talking directly to those smokers who knew they needed to quit. Reminding them that quitting smoking means more than reducing your risk for cancer. Or extending your lifespan. It means doing away with all the pain-in-the-ass problems that come with smoking. Once again, the results spoke for themselves. During the three month period the campaign was in market, unique visits to the QuitNet website were up 137% and enrollment in the program went up 42%.
The CDC has their best practices. We have ours: Do the work. Find the insight. And create carefully crafted advertising that makes a difference.
A Message From Denver Water: Don’t Be That Guy
This summer’s Denver Water campaign has one simple request—Don’t be that guy. We all know “that guy.” He’s the bro who fist pumps while hitting on your girlfriend. Or the husband who wears the same sweater as his wife. He’s the guy who wastes water. The good news is, it’s easy to not be that guy. Simply follow Denver Water’s summer watering rules. (Removing the BluTooth when it’s not in use wouldn’t hurt either.)
Photographer: Tony D’Orio
A Memo From HR
Our HR department let a couple of important announcements slip through the cracks. Ok. We don’t really have an HR department. But if we did they’d first be announcing the hiring of Pedro Saldarriaga as ACD/Art Director.
Pedro comes to us fresh off the freelance circuit. Previous to that he worked on campaigns for Kraft Mac and Cheese, Applebees and Fruit of the Loom at CP+B and for Killington Mountain, The North Face and Oakley at Factory. Welcome Pedro.
But that’s not all. HR is also excited to announce the promotion of Jeff Euteneuer to Associate Creative Director. Jeff, a long time Sukler (Sukleite? Suklee?) spends his time directing art for clients across the Sukle portfolio. And doing spot on impressions of every person in the office. (You should see his Jim Glynn.) Congrats Jeff E.
A Report from the OBIEs
Earlier this week, two Sukleites (Suklers? Suklettes?) and a Denver Water client attended the 2014 OBIE award show in Orlando, FL. The show is the culmination of a nationally recognized competition that highlights some of the best out of home work from around the world. We were honored to get a bunch of work into the show. Even cooler, our high efficiency toilet campaign for Denver Water won a gold. So we decided to attend. That’s when things got even coolerer. The toilets campaign also took home a Best In Show OBIE. A very welcome and unexpected surprise! Needless to say the trip to Orlando was great. Although we didn’t get to go to The Wizarding World of Harry Potter theme park. You win some. You lose some.
Beauty and The Beasts
We’ve been on an animal kick lately. Between our work for the Cheyenne Mountain Zoo and a couple of other projects that are still under wraps, it feels like Jack Hanna’s Animal Adventures around here. This influx of wild beasts is why we were especially taken by these photos from Russian photographer Katerina Plotnikova. They mix the beauty of high fashion with the untamed magnificence of wild animals. Check ’em out.
Water conservation is something near and dear to our hearts. Which is why we’re incredibly excited about Edward Burtynsky and Jennifer Baichwal’s new documentary “Watermarks.” Over the past 5 years the two have travelled the world, examining and photographing how people use, and in many cases abuse, water. The project takes us from China’s 937-foot Xiloudu Dam to the Bellagio’s water show to Canada’s pristine watersheds where you can still “dip a cup into water, drink it, and not die.” The project is heavy on thought-provoking photography. And light on narration and story. Allowing viewers to form their own opinions. If you see the film, be sure to tell us what you think in the comments.
Red Eyes and Running
The War on Drugs is one of our favorite bands. We’ve played their last album, Slave Ambient on repeat for almost three years. Red Eyes is the first single of their to-be released album Lost In The Dream. And it is fantastic. It’s perhaps the catchiest tune the band has made. It’s also their most triumphant. Especially in this unofficial music video. Which a fan made by setting the track to clips of movie characters running. Damn, it’s awesome.
For healthcare, this video is outrageously popular. It has well over a million views. And no wonder. It’s like having a super power where you can eavesdrop on people’s minds. The effect is magical. It lets us break out of the confines of our own identity, and stand in someone else’s shoes for a moment. Produced internally by Cleveland Clinic.
Farmed and Dangerous
In a beautiful collision of marketing, entertainment and activism, Chipotle will launch an original series on Hulu aimed at making chumps out of the Big Food guys. I sure hope it’s good. Because if it isn’t, it’ll have the opposite effect they’re hoping for. Fingers crossed. Check out the trailer. It premieres Feb. 17 on Hulu. Also, in case you’re one of those who believes they’re owned by McDonalds, read this from Chipotle’s site: “There is a popular misconception that Chipotle restaurants are owned by McDonalds. While they were once an investor in our company, they divested in 2006 and our company went public on the New York Stock Exchange that year.”