Big Tobacco’s reach extends far beyond their corporate headquarters and isn’t limited to internal documents they’ve produced. Every decision they make, everything they put in their products, and every marketing idea they come up with, affects people’s lives. With truth found we point a big orange arrow at some of the people and places affected by Big Tobacco.

"Truth Found" was our first campaign in which every media outlet; TV, print, web and radio, launched on the very same day, with our orange arrow as the unifying icon . We felt that this flood on information would help reinforce how the consequences of Big Tobacco’s actions are present everywhere. In each execution in every outlet the facts about Big Tobacco and how it affects our everyday lives are revealed. For the website, we built a world, with cities, towns and neighborhoods where virtually anywhere a user rolled his mouse, a fact about the tobacco industry would be revealed.