EX Program

2025 Advertising

Client
Truth Initiative

Agency
Mojo Supermarket

CC
Dennis Kung, Rachel Reno, Matt Demilner, Brian Marcolini, Alex O’Connor, Seth Bracknell, Brian Ivory, Maya Villiers, Nitin Dua, Chloe Sherman, Kenneth Fojas, Casey Mattis
‘

Quitting nicotine is tough. Some people swear by going cold turkey, while others have no clue where to start.

So we launched Outsmart Nicotine, a campaign for Truth Initiative that helps Gen Z quit smarter—breaking free from the endless shit-quit cycle with the EX Program.

We set the overall tone for our TikTok and IG content, making quitting feel less like a lecture and more like something Gen Z actually wants to be part of. We kept it fun, relatable, and straight to the point.

Office Quitters

In corporate offices, there are tons of stress factors that can mess with someone's quit journey. So, we came up with a fun series called "Office Quitters" to keep people motivated, even when things get tough. We took inspiration from "The Office"—using the same intro, music, editing, and talking-to-the-camera style—to give people tips on quitting and document their progress in a way that’s engaging and relatable.

Quit Machines

People are tired of the same old ways to quit nicotine, so we thought of some new, fun, and super entertaining methods that people will actually want to try...or at least laugh at to help them stay off nicotine.

Quit Coaches

To fit into Gen Z’s existing routines, we launched a series of 'Quit Coaches' with different areas of expertise to help turn quitters' existing habits into effective nicotine quit strategies. Throughout this process, I learned how to collaborate with various content creators to bring the content to life with greater quality.

Trash Talk

When Gen Z goes through withdrawal, they often say they feel 'Like Trash.' So, we decided to turn that phrase into a thumb-stopping, attention-grabbing way to share quit tips. In this content series, the trash can becomes the main visual element, helping us game the TikTok algorithm and get Gen Z to pay attention to our message.

Quitspiration

We got inspired from real quotes and advice from the EX Program forums and turned them into memes post. Using a surreal, ironic digital style and bright, bold colors that scream internet meme culture, we made sure the content would catch Gen Z’s eye and get shared all over.

Engagement & Performance

In just four months, we went from 0 to 37.8K followers across TikTok, Youtube and IG—and we’re still growing fast. We’ve pulled in tens of millions of views on both platforms. Along the way, I leveled up our acting skills by actively participating in the content, sharpened our editing skills by closely collaborating with a content creator, and got even quicker at jumping on trending moments by remixing popular TV show memes, like Severance, into our own content.

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