Cannes Lions
ALMA DDB, Miami / TOBACCO FREE FLORIDA / 2017
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The average pack of cigarettes costs about $5.50 today. For our target - blue collar, working class Floridians who do not have much disposable income to spend on aspirational items - that's a lot of potentially saved cash. By showing them where their money could have been better spent, the goal is to make them think twice the next time they're at the register buying some more cigarettes.
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