We all know that cigarettes are totally harmful to health. Nevertheless, this industry still knows many consumers who resist the vast majority of awareness campaigns, as virulent as they are. In the UK, Cancer Research UK has worked with AMV BBDO to set up an unusual poster campaign.
A billboard was installed, which summarizes the design of a cigarette package. By blowing on a specific spot on the panel, a message appears. By holding back a breath, the passer can read the entire message. Nevertheless, a smoker will be quickly out of breath and the message will fade before its end. A strong and powerful way to symbolize the impact of smoking on our health.