Smoke is poison 

Hardened smokers have an ingrained habit and as such block out health advice and opinion.  They know that smoking is bad for them but as with any addiction they blind themselves to the effects on their own health and others. As a result they are pretty immune to standard anti-smoking advertising.  Why listen to a message which is obviously preaching at you?

Any emotionally-charged expression wouldn’t ring true; it was vital to let the evidence speak for itself. An integrated campaign was developed in accordance with the power of fact and credibility.  A simple theme of ‘where there’s smoke there’s poison’ was substantiated in a direct, ‘real’ manner which allowed us to demonize smoke, as opposed to the smoker. Each creative element had to be crafted with the utmost attention to authenticity and detail, in order to allow the new information to make a powerful and shocking impact on the audience.

AWARDS 

Cannes Lions, D&AD, Campaign Big, DMA Echos, DMA'S UK.