This innovative anti-smoking ambient advertisement campaign is Cannes Lions 2007 Direct Gold Winner. The campaign was launched with a view to make people aware about harmful chemicals that are present in cigarette. The campaign was targeted at hardened smokers who block out health advice and opinion. It was thought that smokers blind themselves to the effects on their own health and the health of others and consequently all other anti-smoking ad proved to them preachy and have no effect on them.
To make them aware, a chemical tanker was driven around UK and presented a shocking and astounding technique to expose the innumerable toxic cancer-causing chemicals found in cigarette smoke. The central purpose of the chemical tanker was to launch the campaign, which it did extremely successfully. It also generated £75,000 of free publicity with lead stories on the Guardian Media’s website and further extensive coverage on the BBC online. The campaign was developed by Ogilvy, London, UK for Department of Health/Cancer Research.
Via: Canneslionslive
