The insight
Smoking separates smokers from the ones they love. It moves them away from their families and friends for the 8 or so minutes it takes to smoke a cigarette. But eventually, it will separate them for much longer periods of time when illness strikes… and even permanently in cases of premature death.
The idea
For World No Tobacco Day on 29 May 2016, we used this separation as our theme. Drawing an analogy between the gap a cigarette causes between fingers when held in the hand and the separation between smokers and life, we created a series of ads and posters for our client Gulf News.
Agency: McCANN Health Dubai
Client: Gulf News
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Executive Creative Director: Mark Shadwell
Sr. Art Director: Mohamed Youssef El Naggar (Joe El Naggar)
illustrator: Samar Kandil
Copywriter: Mark Shadwell
