Cannes Lions

ANTI-SMOKING MESSAGE

CONTRA, Helsinki / CANCER ASSOCIATION / 2006

Film
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Smoking is a bad habit and everyone knows it. Most of the smokers want to quit, but the decision is not easy. This film brings up a bad habit but does not make the smokers feel guilty about smoking.

Research revealed that the smokers reject sentimental and shocking advertising. This film gives the smokers an opportunity to laugh at their bad habit and at the same time encourages them to quit smoking. With this special approach we want the target group to consider quitting smoking and on the other hand awake awareness towards smoking as an unpleasant habit.

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