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Black and white billboard of a footballer holding a ball, his list of titles ending in “Quit smoking,” and the line “This could be you.”
P / 03Concept · 2018

WHO Anti-Smoking Concept

Role

Concept, art direction, design

Deliverables

Campaign concept, Key visual, Copy

The brief

A pitch concept for the World Health Organization, made during the same internship. Most anti-smoking ads try to guilt people into quitting. The brief I set myself was to encourage them instead.

The idea

Show smokers their potential. The ad presents quitting as the final achievement on a champion's record, and “This could be you” turns a health warning into something to aim for.

The craft

A stark monochrome portrait, a list of accolades that ends on “Quit smoking,” and a cigarette-stub detail anchoring the WHO lockup. It reads more like a sports poster than a health warning, which was the whole idea.

The work

Black and white billboard of an American football quarterback, his list of titles ending in “Quit smoking,” and the line “This could be you.”
Black and white billboard of a shirtless footballer, his list of titles ending in “Quit smoking,” and the line “This could be you.”

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