Smoke is poison

A chemical tanker, driven around the UK, provided a shocking and surprising way to reveal the wide variety of toxic cancer-causing chemicals found in cigarette smoke.

The tanker generated 75K pounds of free publicity with lead stories on BBC and Guardian sites. It helped drive people to the "smoke is poison" campaign website, which received 62,360 unique visitors in 14 days while awareness of chemicals in smoke rose by 178%.

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Este camión, que circuló por Gran Bretaña, tenía como objetivo mostrar la variedad de químicos tóxicos que contiene el humo de los cigarrillos.

La publicidad del tanque generó 75 000 libras, y la historia apareció en las páginas de BBC y The Guardian. Esto hizo que la gente se concienciara y formara parte de la campaña en internet de "el humo es veneno", que recibió 62 360 visitas en solo 14 días. La campaña hizo que la preocupación sobre este tema aumetara un 178%.

Cannes Lions 2007 Direct Gold Winner

Advertising Agency: Ogilvy, London, UK
Creative Director: Colin Nimick
Art Director: Charlie Wilson
Copywriter: Emma de la Fosse
Account Director: Donna Buckingham

How to avoid blindness

If you are a smoker, you should quit. Do it because of your children, lungs or whatever... or do it to avoid blindness!
In this ad, they made use of the bins in the streets as if they were eyes. To extinguish the cigarette, you had to rub it in the iris of the eye. The aim was like are you already blind? claiming that you couldn´t even get right when throwing it to the bin (well, yes, you had to rub it in the iris before throwing it away but it is kind of cool how they are saying that you are becoming blind...) Do you get it?

I am sorry I don´t know any more details about this campaign.