Campaign from Clarity Coverdale Fury asks Are You OK With That?
Integrated secondhand smoke campaign continues to educate about dangers of secondhand smoke
Minneapolis, December 27, 2006 — Minnesota will soon find the question about secondhand smoke center stage as Clarity Coverdale Fury and ClearWay MinnesotaSM take the rhetorical question Are You OK With That? to consumers with a comprehensive television, print and online campaign.
This work asks people to make an important choice about secondhand smoke, says Jerry Fury, Vice President and Creative Director at Clarity Coverdale Fury. This campaign emphasizes that the dangers of secondhand smoke are very real. Asking Are You OK With That? is our way of making people consider their position on the topic and giving them a voice in the debate.
The print work from Clarity Coverdale Fury continues ClearWay Minnesotas history of educating Minnesotans about the dangers of secondhand smoke. A bus side advertisement uses the striking visual of dead bugs tied to the reality that the same poison that kills bugs is in secondhand smoke. The facts seem to speak for themselves.
The newest 30-second television spot introduces the involuntary smoker moniker and dramatizes how a seemingly healthy non-smoking hospitality worker can suffer an involuntary death as a result of her exposure to secondhand smoke.
The commercial is set in a smoke-filled bar worked where the audience is introduced to the fun, light-hearted typical bartender. She jokingly converses with a customer, but ultimately she dissolves into smoke and is gone. Her usual place behind the bar is vacant and the camera pans out to reveal a memorial photo of the bartender with her identifiable locket draped over the edge of the frame. The voice over states, Last year 49,000 involuntary smokers suffered an involuntary death from secondhand smoke. Are You OK With That? The call to action directs the audience to areyouokwiththat.com for more information.
Areyouokwiththat.com takes over where television and print leave off. The extensive interactive website depicts a crowded bar/restaurant scene and features 360-degree picture navigation. Embedded in the website are numerous facts about secondhand smoke that the viewer reveals by scrolling over patrons in the bar. The cursor used to navigate the site will appear as a burning cigarette that fills the room and the screen - with secondhand smoke. Other features of the website include videos and pictures of the entire campaign, additional information on secondhand smoke and links to other resources.
ClearWay Minnesota and Clarity Coverdale Fury are hopeful the integrated campaign, with a strong on-line presence, will engage citizens in a dialog about secondhand smoke. For a full viewing of the campaign, please go to http://www.areyouokwiththat.com/.
In April of this year, Clarity Coverdale Fury received the OToole Award from the American Association of Advertising Agencies (AAAA), recognizing the top creative agencies of the year in part due to its exemplary work created on behalf of ClearWay Minnesotas QUITPLAN® Services.
Clarity Coverdale Fury is a Minneapolis advertising agency specializing in helping brands make an emotional connection with their customers. It offers brand development, advertising, promotions and public relations to its clients. Current brands in the agencys portfolio include ClearWay Minnesota, Medtronic, International Dairy Queen, Explore Minnesota Tourism and Purina Mills Feed among others. Information on Clarity Coverdale Fury can be found at www.claritycoverdalefury.com.
Television Credits
Client: ClearWay Minnesota
Agency: Clarity Coverdale Fury
Executive Creative Director/ Art Director: Jac Coverdale
Creative Director/Copywriter: Jerry Fury
Brand Development Supervisor: Rich McCracken
Producer: Kris Wong Barrie
Production Company: Backyard LA
Director: Ericcson Core
Edit: Channel Z Jim Stanger
SFX: Pixel Liberation
Music: Modern Music Rick Meyer
Print Credits
Client: ClearWay Minnesota
Agency: Clarity Coverdale Fury
Executive Creative Director/ Art Director: Jac Coverdale
Creative Director/Copywriter: Jerry Fury
Brand Development Supervisor: Rich McCracken
Print Production: Caroline Ryan Gibbs
Website Credits
Client: ClearWay Minnesota
Agency: Clarity Coverdale Fury
Executive Creative Director / Art Director : Jac Coverdale
Creative Director/Copywriter: Jerry Fury
Designer: Kristen Suys
Brand Development Supervisor: Rich McCracken
Web Developer: Archrival
For more information contact Colleen O'Malley at 612-359-4327 or
email omalley@ccf-ideas.com
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