Matt eastwood, global Chief creative Officer, mccann health

Deadline: October 31st 2020 at Midnight PST.

Matt joined McCann Health as Global Chief Creative Officer in January of 2019.

Formerly Worldwide Chief Creative Officer of J. Walter Thompson, Matt was described by Britain’s Campaign magazine as a “unicorn” in the communications industry. He has overseen some of the most innovative and recognizable creative projects in advertising today. His career has spanned numerous agencies, specialties and countries, including Australia, the UK and US. Matt was a founding partner of M&C Saatchi in Australia before he went on to join DDB Australia as National Creative Director and Vice Chairman. In 2010 he moved to DDB New York as Chief Creative Officer. And in AdAge's 2013 Award's Report, Matt was listed as the 5th most awarded Chief Creative Officer worldwide. In 2016, Matt led J. Walter Thompson to an historic year at Cannes, winning a total of 80 Lions. More recently, Matt led McCann Health to win the coveted Healthcare Network of the Year at Cannes Lions Health in 2019.

As well as bringing home Lions for Agency of the Year and the Pharma Grand Prix. During his career, Matt has won numerous accolades and honors including Campaign Brief Agency of the Year, Clio Health Network of the Year, Australian Creative Hotshop, Adnews Agency of the Year, Creativity’s Agency to Watch, B&T Agency of the Year, Spikes Network of the Year, and Campaign magazine Network of the Year. He is a highly awarded creative with an international sensibility, living life as a New Yorker.

BRIEF: “Get the Vape of Your Back”

What is Get the Vape off Your Back?

Get the Vape off Your Back is a teen-focused communications campaign, based on the insight that vaping disrupts your social life and cramps your style. The campaign’s messaging uses sarcasm, humor, and even a bit of disgust to resonate with the audience. Since the launch of Get the Vape off Your Back, the pandemic has transformed vaping from an individual to population-level issue, as vaping products contribute to the susceptibility, spread, and severity of COVID-19.

Who are we talking to?

Gen Z: the population taken by Tik Tok and engrossed in Instagram. Specifically, we are targeting those who vape and have yet to realize the impact their actions have on a society engulfed by COVID-19.

What are we asking you to do?

Leverage the uniqueness of this point in time to convince Gen Zers to stop vaping. Teens are currently driving the rise in COVID-19 cases as the group is participating in reckless behaviors, such as partying and vaping, despite calls for social distancing. We need to convince teens that getting the vape off their back is not just good for them, but for society as a whole.

Considerations.

Virality. The goal of this campaign is to exploit earned media by creating bite-sized content that can be quickly sent, viewed, and shared.

Humor. COVID-19 messaging is saturated with sadness. Consider using humor and sarcasm to connect with the target audience and differentiate this campaign from other pandemic messaging.

Get the Vape of your Back Youtube channel: https://www.youtube.com/channel/UCHc9jhdc1Xbwr-MmRL5auIA

Responses due October 31, 2020 11:59pm (Los Angeles time)