Documentary: http://vimeo.com/16656574 The world of teenage smoking is crueler than one could imagine. There is stealing, blackmailing, bullying, black market... All this came up in a research by Cancer Society of Finland. They asked us to think how to get the youth to see this dark world around tobacco? Its rules and principles are close to those of mafia, so we made a mafia documentary. The documentary exposes the problems with elements from mafia documentaries. There are anonymous telephone interviews with victims and criminals etc. To make sure that the film will reach the youth, we made a kit with the DVD and cards that have instructions for different kinds of classes. The teachers around Finland can use it in a way to suits them best. When making the kit, we made a fast prototype and had actual teachers participating in the co-creation. The first feedback that we have received shows that it was worth it.
Advertising Agency: 358 Helsinki, Finland Production company: 4KRS & 358 Helsinki Creative directors: Erkki Izarra, Ale Lauraéus Art Director: Maria Fridman Copywriter: Valtteri Väkevä Graphic designer: Mark Nurmi Agency producer: Peggy Petrell Strategist: Milla Kokko Productive creative: Arthur Franck Creative producer: Oskar Forstén