That’s nothing new. More and more the smokers are being driven to the margin of society. Like sick cattle they’re kept apart from ‘the good ones’ of the flock. The disgusted eyes that lay upon you when you light up a ciggie and want to kick back with a smoke are increasing every day. “You’re the weak link, you’re killing yourself. You’re going to die.” Should you chose to ignore all these messages and still want to go to the crappy, smelly corner the law has left for you in the basement of the building or somewhere in a dark shed, you’ll be hunted there as well. This ambient installment tries to bring the message across that when you smoke, you’re dying. No, you’re already dead, you just don’t know it yet.
Awarded with a bronze lion for ‘Outdoor’ in Cannes.
Category: Ambient: Special Build
Advertiser: Cancer Patients Aid Association
Product or Service: Anti-smoking message
Advertising Agency, City: Everest Brand Solutions, Mumbai
Creative Director: Milind Dhaimade
Copywriter: Sundar Iyer
Art Director: Nishant Jethi
Photographer: Sandeep Suvarna
Illustrator: Avinash Mahadik
Typographer: Nishant Jethi
Account Supervisor: Anant Pal Singh
Advertiser’s Supervisor: Anita Peter