New laws came into effect on July 1st 2007 making it illegal to smoke inside pubs, clubs and restaurants in Victoria Australia.Since this message needed to be taken literally “to the streets” the agency devised a proactive advertising campaign that involved a series of traditional and non-traditional media.

A radio campaign was created by recording actual prank calls made to unsuspecting smokers from a fictitious Lost and Found department employee.Crosswalk ambient pieces were created using actual butt litter gleaned from 1km radius of Melbourne’s CBD in the weeks leading up to the ban. These executions demonstrated the current litter problem and its potential to get worse.This proactive approach was brought to the web via prankasmoker.com a web sound board that allowed others to prank call unsuspecting smokers.Finally, to reinforce a tossed butts longevity, we auctioned off the cigarette butt of a deceased rock star on Ebay as piece of rock memorabilia.Crosswalk ambient pieces were created using actual butt litter gleaned from 1km radius of Melbourne’s CBD in the weeks leading up to the ban. These executions demonstrated the current litter problem and its potential to get worse.This proactive approach was brought to the web via prankasmoker.com a web sound board that allowed others to prank call unsuspecting smokers.Finally, to reinforce a tossed butts longevity, we auctioned off the cigarette butt of a deceased rock star on Ebay as piece of rock memorabilia.