World Famous has produced three new spots for the Washington State Department of Health and Seattle agency WongDoody that use humor towarn teens about the dangers of smoking. It is the second straight year that the editorial and design studio has produced ads for Washington’s acclaimed “No Stank You” campaign.
The spots appeal to teens with a raw filmmaking style, gross-out humor and an unflinching anti-smoking message that have become trademarks of “No Stank You”. World Famous was brought into the project during pre-production. “The agency had eight or ten scripts and asked us which ones we would be most interested in producing,” recalled World Famous creative director Alan Nay. “We picked five and the client shaved it down to the three we ended up producing.”
For World Famous what made the project so much fun was that it forced them to adopt a teenager’s mindset. “If it looks like a TV commercial, then we’ve failed,” said Nay. “They are a blast to work on because of their absolute wackiness. It’s got to be cooler than anything on You Tube, but it has to feel like they are being spoken to by a peer.”
As much fun as the spots are to watch, they were tricky to execute. As World Famous director Tony Fulgham put it, “How do you make it look like a woman is coughing up hamsters covered in mucus?”
World Famous’ solution involved embedding hamster models inside a mixture of Jell-o and mushroom soup. “We attached them to sticks and shook them in front of the camera,” Fulgham said. “They were like giant hamster-popsicles.”
Bird Chew required the most complicated production. “We made the birds and nests out of clay, shot it with a digital still camera, and glued it all together in the end,” said Fulgham. “There was also a lot of art direction behind it. We built a huge diorama and painted the sky in the background. There was a lot of fun, crazy stuff to do.”
Credits:
Client: Washington State Department of Health
Product: “No Stank You” anti-smoking campaign
Agency: WongDoody, Seattle
Prod/Post/Edit: World Famous, Seattle
Animation/Production/Post/Editorial: World Famous, Seattle
Director: Tony Fulgham
Creative Director: Alan Nay
Sound Design/Music: Corn Cob
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