This was a campaign commissioned by the Utah government to create awareness about smoking to children. I think that the advert works well, because it doesn't at first look like it is about a serious issue, it is a good idea which successfully speaks on the same level as its target audience. The colours and tone of the adverts are good at capturing a younger audiences imagination, being based on famous fairytale stories is clever. Not only that but it is a refreshing change from the dark and gloomy no smoking adverts that we are so used to seeing.
Agency: Love Communications, USA
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