The Real Cost

87 Tools

Powerful emotion and human fear from the stark reality of mouth and jaw cancer removal.

The Challenge

Stop people dipping tobacco by educating users about the risks to their health.


The Creative Solution

Versus developed an integrated conceptual approach to the campaign that solicits the powerful emotion of human fear by depicting tooth extractors, bone drills, clamps, saws and additional surgical equipment to convey the stark reality of mouth and jaw cancer surgery.


The Craft

We directed a three-day tabletop shoot to capture video and stills of the various surgical instruments, with a rapid six-week post-production turnaround to complete all deliverables. Each part of the campaign is a piece of the bigger picture; the Instagram Stories align with the Facebook videos, and all the work together drives home the message. By blurring the lines between the different aspects of the project and approaching the experience as a whole, Versus created a compelling integrated campaign with lasting impact.

Look Development