
CAMPAIGN DEVELOPMENT
UNDO
Big Tobacco’s Fantasyland
Developed for our client UNDO (part of the California Department of Public Health), Big Tobacco’s Fantasyland confronted Big Tobacco’s attempt to rebrand itself as a “socially responsible” industry. The campaign aimed to expose the hypocrisy behind this image, particularly as the industry continued to target vulnerable communities, including Asian American and immigrant populations.
Our team led the in-language media and creative, ensuring the messaging was culturally and linguistically tailored to resonate with these audiences. Through bold visuals and straightforward language, the campaign highlighted the stark disconnect between Big Tobacco’s polished new image and its ongoing harmful practices.
ROLE
Account Manager
TIMELINE
April 2023 - September 2023
SKILLS
Strategic planning, Cultural Adaptation, Cross-agency collaboration, Project management




Industry Recognitions
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Big Tobacco is living in a ‘fantasyland’ of deception, says surreal California campaign. Read more.
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'Big Tobacco's Fantasyland' Debunked by California Tobacco Prevention Program: Vaping comes with its own list of serious health issues. Read more.
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Duncan Channon Calls Out Big Tobacco for Living in 'Fantasyland.' Read more.
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Healthcare Marketing Impact Awards 2024. Read more.