Truth - Zombie March
Truth enlisted us for a bold guerrilla marketing stunt: 120 "zombies" descending on a flagship Walgreens in Washington D.C. to protest tobacco sales. We blended raw documentary footage with choreographed moments, paying homage to Truth's classic "Body Bags" campaign.
The resulting video reached 1.45+ million people in the Gen Z target audience across Truth's social channels and generated coverage from 216 news outlets including The Huffington Post.
-
Pressured America's second-largest pharmacy chain into launching a tobacco-free pilot program across 17 Florida stores
Drove 9,000+ petition signatures and 122 calls to Walgreens HQ
Supported Truth's advocacy strategy that led to Walgreens' tobacco-removal pilot program
Same-day editing allowed timely distribution ahead of Walgreens' shareholder meeting
Won Gold Reggie Award and Shorty Award recognition
Photography by Matthew Liptak
