In 2022, Campaign for Tobacco Free Kids tasked us with creating a campaign that would get teens excited about taking a stand against underage smoking. This event was scheduled to take place on April Fools’ Day so we came up with the idea of Big Tobacco being the ultimate fool—the Joker. We created a custom deck of cards with anti-smoking facts and custom illustrations. We worked with an illustrator based in Brazil who’s art depicted the right amount of scary and cool to create 13 custom illustrations, including our Big Tobacco Joker. The website included a digital version of the game we coined “Joker Takedown” (a joker version of the classic card game Slapjack). The campaign included many materials including merch, display ads, static and animated social ads and printed materials. After the success of 2022, the campaign was brought back for a second year in 2023 and expanded with additional digital games to encourage kids to take down Big Tobacco.