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Cactus Launches Own Your C 2.0

When Cactus launched the recent ‘The Cigarette is Dead’ campaign, we thought it may have meant the death of the exceptional ‘Own Your C’ campaign directed at teens (previous work here and here). Alas, we were incorrect, as Cactus has just alerted us to the launch of Own Your C 2.0 – an evolution of the Own Your C campaign focused on empowering teens to own their choices and recognize the consequences of those choices, including how they relate to tobacco use.

There’s a ton of new TV work, with each spot driving viewers to ownyourC.com – a site developed in collaboration with AgencyNet. The site is “a rich online community that encourages teens to share, connect and influence conversations with peers about the choices they face every day.” Another fantastic integrated campaign from a Colorado agency on fire.


Plugging In from Own Your C on Vimeo.


Species from Own Your C on Vimeo.


Wireless Theatre from Own Your C on Vimeo.


Refreshing from Own Your C on Vimeo.


Sun Moon from Own Your C on Vimeo.

209 days ago / / Link

Comment

  1. Watermark work, SO well conceived and executed. Considering the campaign’s purpose, godsend that Cactus is on deck to get it done.

    — dar · Dec 8, 03:21 AM · #

  2. They are nice, but do these commercials serve to actually prevent children from smoking or to make better decisions? I can’t conceive of how they do.

    But feel free to enlighten the hell out of me, please.

    — Grant · Dec 8, 08:49 AM · #

  3. The website design looks very similar to a Herman Miller “thoughtpile” site UI.

    http://www.thoughtpile.org/

    — I heart advertising · Dec 8, 08:51 AM · #

  4. I really like this ad campaign. It always catches my attention when it airs on T.V. I agree, well executed.

    — Heather · Dec 8, 08:59 AM · #

  5. I agree that it catches my attention but I miss the message during the ads.

    — mr violin · Dec 8, 09:18 AM · #

  6. I think these are super rad. The perfect tone for the target. Nice work Cacti.

    — Michael M · Dec 8, 10:33 AM · #

  7. The site is nothing more than a Flash quiz. How is this going to engage young people. Typical ad agency trying to do something on the web. Stick to print and tv or at least consult with social media experts first. A Facebook application would have been a much better way to go.

    — Not a Fan · Dec 8, 02:00 PM · #

  8. What I like about it is the idea to surround the message with relevant content, to make it part of a larger, more involving forum.

    To the question “how will it involve young people,” I think the answer is “by giving them the fucking stage.” Know a teen without an opinion? Or without the burning need to blast said across whatever medium they can? Cactus did the smart job of creating content, not advertising, and for giving teens another opinion conduit (which just happens to also deal with smoking).

    I’m not sure how you get around the fact that even as nicely ambiguous as the tv executions are, they still end like either PSAs or ads for the local shreddin’ for Jesus youth ministry. But overall, for the target and the message, I think the idea works.

    — Crock · Dec 8, 07:29 PM · #