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2010 Advertising Annual
CATEGORY:
 :: truth
truth
Featured in:
2010 Advertising Annual
"Do You Have What It Takes?"
"Why would we hire a fake recruiter, set up a fake recruiting office and use hidden cameras to secretly film 60 candidates going through fake job interviews? Well, to answer one very real question.

Do you have what it takes to be a tobacco exec?

In the past, truth has exposed the public to Big Tobacco and its questionable practices. This time we wanted to know if regular people, even in the worst economy in 79 years, could do what tobacco execs do? Could you be the executive, making decisions about a product that kills millions a year?

Through TV and exclusive online videos we showed the results of our hidden-camera interviews. Online, we also gave kids the opportunity to take part in an employment interview themselves, using different mini-games to test their executive acuity. On the radio, teens could apply for a job using voice-activated interview technology gone awry. And in print we showed some of the physical characteristics that make a good tobacco executive, pickled up for reference purposes."
Priya Shah
, information architect
B-Reel/Kat Dawson/Dave Fernandez/A. James Stone, Web designers
B-Reel/
Gabe Flavin
/Sean Sullivan, Flash programmers
Kat Dawson
/Dave Fernandez/Rob Kottkamp/
Eric Stephenson
, art directors
Will Chambliss/Pete Harvey/Bryan Karr/
Gregg Nelson
/
Brett Reese
, writers
Mike Costello, associate creative director
Wade Devers/John Kearse/
Meg Siegal
, creative directors
Roger Baldacci, executive creative director
Pete Favat, chief creative officer
Jonathan Furmanski
/
Matthew Woolfe
, directors of photography
Joel Caruso
/Ebbey Mathew, programmers
Cosmo Street Editorial, editorial company
Mike Secher, Soundtrack Boston, sound engineer
Henry-Alex Rubin, director
Peter Bullis
/
Dave Wallard
, visual effects artists
Ray Barnes
/Diane Brito/
Elisa Carson
/
Liz Cost
/Kathy McMann/Carron Pedonti/
Janet Pye
/
Terri Theiss
, producers
Amy Appleton
, visual effects producer
Brian Carmody/Allison Kunzman/Lisa Rich/
Drew Santarsiero
/Patrick Milling Smith/Laura Thoel, production company producers
Smuggler, production company
Brickyard VFX, visual effects company
Arnold Worldwide, ad agency
truth, client

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