In an effort to desist teens from smoking, Hornet director Peter Sluszka and the FCB New York agency have launched a series of stop-motion PSA films starring Little Lungs for the FDA Center for Tobacco Products’ The Real Cost campaign.
The films weave dark humour into the story of Little Lungs whose lungs never grew to full size due to his teenage habit. Each film tells a tragic yet comical tale of the small hero’s misadventures and gruesome misfortune: he is unable to blow out his birthday candles, keep up with others on the slopes, climb a rope, ride a bike or take a simple swim in an above ground pool!
Said FCB New York’s CCO Ari Halper, “What Little Lungs lacks in respiratory capacity, he makes up for in spades with lovability, craftily delivering his message about the dangers of teenage smoking by packaging them in a very entertaining animated content series.”
The campaign has rolled out online and via social media channels. It has been built and created for each platform in an effort to capture its target teen audience.
The distribution is specifically focused on reach at-risk teens, those with a more stressful and chaotic lifestyle and occupying lower socioeconomic and education brackets.