Imaginative Teens Deal With Peer Pressure in the Real Cost Campaign


Anton Visser is back with another series of brilliant adverts. The director’s new U.S. campaign with FCB New York cleverly delivers the message of the harmful chemicals present in cigarettes and the dreadful consequences of smoking with a humorous twist. Anton’s casting and storytelling hit the nail on the head and to put an unexpected twist on a familiar missive, he’s created a fantastical yet grounded world where teens are faced with peer pressure and difficult real-life choices.




Agency: FCB New York
Chef executive officer: Lee Garfinkel
Executive creative officer: Gary Resch
Creative and art director: Megan Williams
Director of content creation: Matt Anderson
Agency producer: Maria Garelli
EVP and client Services: Jeff Tarakajian
Group management director: Suzanne Santiago
Account director: Mark Hall
Account supervisor: Leigh Zimmerman
Production Company: Supply&Demand
Director: Anton Visser from Velocity Films
Producer: Ari Hakim
Founder and managing partner: Tim Case
President and managing partner: Charles Salice
Executive producer and managing director: Jeff Scruton
Senior head of production: Rika Osenberg
Director of photography: Jo Williems
Production designer: Deborah Evans
Editorial Company: No6 NY
Editor: Jason MacDonald
Executive producer: Corina Dennison
Visual effects company: The Mill NY
VFX producer: Colin Blaney/Mike Pulan
VFX supervisor: Eliza Pelham Randall
Music company: Groove Guild NY
Music producer and supervisor: Paul Riggio
Music producer: Janice Brown




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