#WHATTHESMOKE
Reaching teenagers with classic awareness campaigns is very difficult. Especially when you know that they spend their time on TikTok scrolling endlessly. What if teenagers learned directly from the mouths of TikTok stars that smoking is not cool but creepy?
Under the title #WhatTheSmoke, the most popular Flemish TikTokkers are launching a real TikTok video relay. Each episode is a sketch by an influencer, which highlights one of the negative consequences of smoking. Each video ends with a cliffhanger with another known TikTokker. And it’s on the profile of the latter that the next episode will appear. Together, the various sketches form the #WhatTheSmoke miniseries.
Under the title #WhatTheSmoke, the most popular Flemish TikTokkers are launching a real TikTok video relay. Each episode is a sketch by an influencer, which highlights one of the negative consequences of smoking. Each video ends with a cliffhanger with another known TikTokker. And it’s on the profile of the latter that the next episode will appear. Together, the various sketches form the #WhatTheSmoke miniseries.
Client : KOM OP TEGEN KANKER
Agency : DDB Brussels
Creative Director : Kwint De Meyer
Creatives : Simon Detournay & Célestin Metens + James Gambrill & Jan Schraeyen
Strategy: Dieter Riemaeker
Account Management: Molly Waeytens, Soraya Hellara