The idea is to create a "hit song". But instead of pitch correcting the singer's voice using" auto-tune" (as is the norm nowadays), using an electronic larynx as a result of a smoking-related throat cancer.

First and foremost, we needed to find the voice we were looking for. And we meet Toni Talmich and his powerful story: a singer who got throat cancer due to second-hand smoke. Teaming up with him and a composer we created a full song called “When It’s Gone”, based on his personal experience. Then we recorded it in Criteria Miami, one of the top US recording studios where artists such as Bob Marley, Eagles or Eric Clapton produced some of their hits. The song was used to create a radio spot that will be followed by video content and other extensions throughout the rest of the year in the state of Florida.

Campaigns' phase 1 launched in April 2018. No results yet.